AlMarasem Development returns to the great outdoors landscape of Egypt with Mar Bay, its latest realty development on Egypt's most buzzed-about strip: Ras El Hekma beaches. With Mar Ville and other upscale developments under their belt, Al Marasem isn't new to sophisticated campaigns, especially after last summer’s campaign. With the tagline More Than You Wanted”, “More Adventures”, and “More Waters”, the campaign avoids the typical checklist of features and instead implies a life that is more than you wanted. In an environment where real estate listings have a tendency to overwhelm you with data, Mar Bay takes a more elegant and modest approach, and that leaves you wanting more. The campaign's color scheme is where the emotional and psychological work takes place. A rich blue of an ocean’s backdrop, a vivid, sunset-orange, and pinky fuchsia dominate the backgrounds. Along with visuals of a man skating, a vast pool, and the architecture and nature views of the project, they’re all choices that specifically evoke the good vibes of summer and tranquility of the sea. It's more about speaking to depth, luxury, and a lifestyle that's rooted in peacefulness and the fun summer moments. The typography is crisp white, in a fun, summer-esque font adding contrast and readability without breaking the calm. A touch of gold in the logo of the developer adds a touch of luxury without screaming for it; very much in line with AlMarasem's design ethos. Along Cairo's major highways (from Airport Road to the Ring Road), the Mar Bay campaign hits the target audience right where buying decisions are being made. Whether a morning commute on a Wednesday to work or an early weekend drive up north, these placements intercept likely purchasers in thought. For those already making their way to their holiday residences, tourists are subtly asked to think: what if something even better lies ahead? 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.
