As Cairo's streets’ hustle and bustle never rests, a new campaign by Proton, Malaysia's auto manufacturer, settles the grounds via an iconic new campaign starring one of Egypt's most iconic action heroes, Ahmed El Sakka, as the face of the brand. The billboards are easily noticeable from a distance, with Ahmed El Sakka standing ominously in front of Egypt's most symbolic landmarks, the Cairo Citadel and the Pyramids of Giza. The Egyptian legend is depicted wearing his chic black leather jacket standing proudly in front of the garish red Proton Saga. The image exudes authority, domination, and stylishness. The composition employs national pride and recognition strategically, employing heritage-filled imagery which instantaneously resonates with Egyptian consumers. The unmistakable Proton logo with the white, thick letters SAGA are placed on the ad, alongside the Arabic caption which translates to The coolest car in Egypt. The price point of the vehicle is also noted, set at 650,000 EGP, placing the car competitively against its rivals in the current local market. Lastly, an Arabic warranty notice is also visible in the bottom right, reading 5-year or 150,000 km guarantee from Ezz El Arab El-Swedi for cars. The ad also contains a call number, 19399, for inquiries, which enhances the promptness of action. Appointing Ahmed El Sakka as brand ambassador is a strategic move, with his rugged, rough on-screen persona and with the trust of the Egyptian population, the star avails the campaign along with an emotional quotient. Check out Monitoring Out of Home (MOOH), a specialist media intelligence agency and analysis system active in Cairo & Dubai, to learn more about this campaign.
