Cairo's latest OOH launch features a surprise new launch from Vezeeta, the Middle East's favorite digital healthcare scheduling platform; Shamel. Shamel is a subscription-based solution designed to make healthcare more affordable. It offers subscribers a wide range of benefits and discounts across all medical services, including doctor consultations, in-clinic treatments, lab tests, scans, pharmacy purchases, and surgical procedures. Following Vezeeta's last visual campaign, the platform is back, standing at the confluence of health and affordability. The billboards sport a spotless, high-contrast blue with sans-serif type and clean copy that exactly does what ad copy must do: grab your attention, communicate something in one second, and stick. The first discount system on all health services reads big, the kind of catch, imperative statement that is worth remembering. Then, they add solid block of text that says the proposition: family subscriptions and singular subscriptions. It's lean. It's concise, and most importantly, it makes the message the center of attention, not the graphics. You're not focusing on metaphors or thought-out graphics. Instead, you get what they are offering, and who is offering it, in a swift glance. A Vezeeta x Shamel co-branded logo seals the deal. They introduce the fact that Shamel is a user-friendly mobile app disrupting the space with its health-focussed and discount-coded system, using images of a mobile phone and the interface of the app. Targeting regular families and individuals using a friendly, non-clinical aesthetic, the ad includes photos of ordinary folk, meant to represent everyday Egyptian families. In one billboard, a family of four (two men, a woman, and a teenage girl) is sitting casually, smiling towards the camera. In another, hinting at accessible healthcare, a smiling man sits alone, holding a phone and looking at ease, thanks to this offering. On Cairo's busiest roads, Mehwar, 6th of October offramps, and the veins that connect the Ring Road, this campaign is about grabbing visibility in traffic-congested, dwell-filled areas. These are commutes where audiences are used to speed-scrolling through everything in their lives, but when an enormous yellow plate bellowing Discount. Health.. Now. it shatters that autopilot. Strategically, it's also clever positioning: the spots are suburb-grazing and crowded with families, professionals, and university students, the exact same demographics who'd be willing to reduce medical costs and who would be in a better position to download Shamel. For the campaign’s types, locations, budgets, media plans, and more, check out MOOH, the monitoring out-of-home intelligence data provider in Cairo and Dubai.
