Levels Developments is returning to the out-of-home scene; this time, with their new commercial project in October City, Central Hub, and a campaign that aims to grab not only commuter eyeballs but also potential investors. After the earlier exposure of a teaser campaign, the real estate developer is back in OOH space with a lifestyle-concentrated message. And with Egypt's real estate market still dependent far too heavily on short-term payment anecdotes, the 10% down payment & 10 years installment hook is timely. The innovation here is built on a conscious contrast: the background employs a deep red, rich, warm, and luxurious, against the architecture of the project, but not at all so heavy-handed as to overprint the rest of the communication. The campaign is still simple and unadulterated: 10% down payment. 10 years installments. In an all-too-frequently cramped OOH space filled with multi-line messaging or an over-abundance of real estate jargon, this simplicity works. This visual counterpoint of executed facade of Central Hub — contemporary, glass-greedy, lifestyle-oriented — and sparing offer-driven copy succeeds. The low-key choice of font allows room for the strong visual moments (note the wavy motion in red background providing motion without dominating the static visual of a billboard). The use of the Launching Now CTA reinforces urgency, while avoiding the tired “own your dream” clichés. It’s also worth noting that Levels Developments kept its website URL and hotline visibly placed, making the billboard actionable — not just decorative. Placement-wise, this campaign is calculated. We’re seeing Central Hub’s visuals across prime arteries where Levels can hit both professional and residential audiences, like the Suez Road, one of the major highways used by everyday working folks, airport traffic, and wide socioeconomic segment. It’s ideal for a launch message that simply needs general awareness. It’s also present on New Cairo ring roads & arteries; just where property buyers will be shopping for office space or investment real estate. The placement on Mohamed Naguib Axis & surrounding areas is snatching upper middle-class and investment-oriented passersby on a journey that links several real estate hubs. Here, the selection of roads is perhaps not the only thing that succeeds, but the combination of formats: Levels used both massive horizontal billboards for visible impression and portrait formats for more vertical spaces — so the campaign becomes ubiquitous in a intelligent, non-invasive manner. For more on this campaign and others, head to Monitoring Out of Home (MOOH), the dedicated media intelligence agency and analysis system active in Cairo & Dubai, to reveal all details about the campaign such as the campaign type, kind, location, budget, media plan, and more.
