Etisalat by e& and Samsung Egypt partnered to launch a daring new out-of-home campaign that's hard to miss, both in looks and in cost. The joint campaign presents the Galaxy A05s with an unbeatable twist: buy the mobile device, and you could win one year of free internet. It is the kind of headline that does what it does perfectly; catches eyes and raises interest among commuters and pedestrians passing with their tech alike. This campaign is another show-stopping entry by the telecommunications giant and Samsung on Cairo's billboard stage, following previous activations that endorse connectivity, innovation, and competitive packages by Samsung consistently. The creatives choose a brash and cheeky appearance, eschewing Etisalat's signature bright green and Samsung's equated techy blue color scheme for a big, bold red. The Galaxy A05s takes center stage in chic product photographs, consecutively flanked by a large-font guarantee of Free Internet for a Year. The wording is plain and bite-sized; no asterisks, no frills, just an uncomplicated consumer benefit that plays well in Egypt's highly competitive telco market. With “36GB of free mobile internet as a gift for a whole year”, “two-year warranty”, and “a year’s warranty on the phone screen”, this offer is hard to beat. The composition trusts in contrast and iconography: a sleek phone, price tags advertising the zero interest, zero admin fees and zero advanced installments, and an eye to unlimited browsing. Together, these silhouettes perform the heavy lifting of attracting attention in addition to conveying the important message within a matter of seconds, critically important in areas of high pedestrian traffic. The co-branding is smooth and harmonic, with Etisalat and Samsung complementing one another rather than one dominating the other; something that simply cannot be accomplished in co-branded OOH. The campaign boasts strong placement in Cairo's most prominent billboard hotspots, from Ring Road to October bridges to busy intersections in Zamalek and Downtown. This geography guarantees that the campaign gets noticed throughout various daily commutes, among both young digital natives and families in search of budget smartphones. The placements mirror Etisalat's typical OOH approach: high reach, high frequency, and heavy foot traffic. With visibility reigning supreme in a market and telecom promotions blanketing the landscape, this campaign derives its strength not merely from its promotion, but from how assuredly it's been launched. 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.
