Madaar Developments has launched a new OOH campaign along the New Zayed City highway, marketing its new real estate project, Kinz New Zayed. Building on the success of their recent high-profile launch in Ras Al Hekma, Azha, this campaign reaffirms Madaar's story in simple, aspirational imagery. It's evidence that Madaar's Treasuring West tagline is evolving: development by development. Elegant monochromatic billboards feature dainty artwork (palm leaf silhouettes, shadows on a white wall, and geometric line work), wielding calmness and sophistication. The desert colors complement the Egyptian landscape perfectly. Strong but elegant text, “KINZ and Treasuring West”, speaks privilege without yelling. The phone number 16743 quietly imitates a call-to-action. It’s all refined branding and serene imagery, with a huge emphasis and reliance on typography. That suggests a developer so confident that its reputation (created by Azha Ras al-Hekma and Azha Sokhna”) says it all. The imagery hints at lifestyle and tone more than information. The hoardings are strategically placed along the busy vehicular route into New Zayed. This aims at daily commuters, real estate investors, and prospective homebuyers as the city grows westward. Placing the campaign among budding urban infrastructure aligns with Madaar's positioning of Kinz as a cornerstone in the city's new chapter. Eschewing both populated signs and vacant land parcels, the campaign self-evidently embodies a coming soon atmosphere. Madaar's launch strives for hip, understated confidence; confidence in the brand built through previous success and word of mouth. With classy imagery, subtle communications, and prime arterial locations, the campaign speaks to an audience that knows Egypt's West is rising, and Kinz is a lagging opportunity. 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.
