Tycoon Egyptian developer Dorra Group has just revealed the OOH campaign they launched in September announcing they were starting a new development in East Cairo. Keeping the same branded backgrounds with the elegant calligraphy of their logo, the new ads reveal the launch of Phase I of Address East, the first project that the prominent developer is undertaking in New Cairo. With a variety of messages, such as “First Gathering”, “First Neighbor” or “First Challenge”, the brand emphasizes several features of the project in a conceptual way, and creates a link to their teaser message of “Your First Address”, which still keeps some ads on the roads for a seamless evolution of the outdoor strategy. The reveal campaign was released during the first few days of October, replacing the teaser messages with uni-poles, double-decker poles, Gates, and megas on the highest-trafficked roads of Greater Cairo.
