In this city where outdoor advertising is as much a key part of the urban landscape as its frenetic traffic, Orange has conquered billboards across Cairo with a new campaign for Orange Cash. Fronted by legendary Egyptian actor Karim Mahmoud Abdelaziz, the leading telecommunications player is advocating for its money transfer service by facilitating users to avail up to 2,000,000 LE. The campaign builds on this core Orange Egypt credo: another milestone into a long succession of innovative communications through their OOH campaigns, like their last one. Energy and urgency are conveyed through the dominant orange backdrop of billboards aligning with the brand's signature color. Karim Mahmoud Abdelaziz appears in four different settings: first, in a rugged, business-casual look that is reassuringly everyday and relatable; second, in a sleek suit that reinforces professionalism and trust; third, in a casual setting at home; fourth, in a playful cowboy getup. These images work together to appeal to a wide audience, from young workers sending money to family members to business professionals seeking seamless transactions. The ad copy is just as bold: With Orange Cash, Transfer Money & Earn Up to 2,000,000 LE is clear, alluring, and to the point. The messaging smartly leads with the reward aspect of it, which will make the offer quite compelling instantly to passersby. The Arabic tagline roughly translates to for free, here, here, here, adding a rhythmic and memorable call to action and further pushing accessibility and ease. Cairo's advertising real estate is notoriously competitive, but Orange Cash has secured prime locations that guarantee maximum reach. From the Ring Road arteries to key commercial hubs, the campaign targets high-traffic areas where both daily commuters and weekend shoppers are likely to engage with the messaging. Placing the ads at major intersections and along elevated highways, they're designed for maximum visibility: drivers taxi passengers, and even pedestrians can't avoid being struck by the bright orange color and familiar face of Karim Mahmoud Abdelaziz. By choosing venues connecting various socioeconomic statuses, Orange Cash solidifies its status as a financial service provider to everyone, from corporate executives to small business entrepreneurs and consumers alike. For the campaign’s types, locations, budgets, media plans, and more, check out MOOH, the monitoring out-of-home intelligence data provider in Cairo and Dubai.
