Paragon decided to go Arabic! It's been noticed since the previous month that Paragon came up with a rebranding idea to reintroduce the real estate company to the audience. Back in December 2023, Paragon Developments changed its skin entirely in a widely spread campaign in Greater Cairo. Following the previous steps, this campaign confirms the new identity by placing the company's name in a huge font for the audience to recall the new brand. However, when the real estate developer decided to stick to the Arabic Identity with all the good deeds behind it, such as going back to our Arab roots, the developer dropped a demographic that could raise the conversion rate as Paragon is focusing now on a specific demographic which might alienate potential buyers who don't identify with that group. This can lead to exclusionary practices and limit the potential client base. The campaign's artwork has nothing out of the box, as they focused on the Arabic element more than anything else. The name of the company is placed in the middle in a huge font with the hotline as the call-to-action. But something interesting is that the website URL is in Arabic as well, which is not something the eyes don't use to catch a lot. The geo-distribution is wide, visiting the east side of greater Cairo. You can learn more about this campaign’s budget, OOH kinds, locations, and more by visiting MOOH, Egypt, The Emirates OOH-dedicated analysis system, and Media Intelligence.
