On the busy streets of Cairo, a bright new billboard is turning heads: the new launch campaign of the Haval H6, a midsize SUV that is stronger, bigger, and more advanced than ever. After their last OOH ad, this one still keeps the bar high. The creative direction takes bold swings towards ambitions and progressiveness. A bronzecolored H6 is the visual centerpiece, surrounded by a glamorous, high-tech backdrop of navy blues deepening in color and radiating lines that hint at motion, progress, and technology. The color selection for the automotive ad is deliberate; the hot metalized sheen of the vehicle provides a visible contrast to the cool-colored background so the vehicle becomes visible at once amidst the crowded skyline. The language from advertiser GB Ghabbour Auto remains simple and italic. In Arabic, Stronger, Bigger, More Advanced, emphasizes three points of selling most relevant to Egyptian motorists: power, size, and innovation. English in “THE NEW H6 gives a whiff of global fame but maintains the local messaging focus. Practicality is also woven into the aesthetic. The cost, openly emblazoned in the top-right at EGP 1,399,000, is prominent in this space where auto costs shift rapidly. In an industry where car costs are always altering, this bluntness appears both necessary and compelling. Employment of supporting logos by Drive Finance and GWM brings credibility as well as approachability, informing potential buyers that the SUV is not simply aspirational but also within reach. For deeper insights into this campaign, including formats, locations, budgets, and media plans, visit MOOH, the out-of-home monitoring and intelligence platform covering Cairo and Dubai.
