Real Estate developer Master Group has evolved their OOH strategy, following the successful sales of their newest project The City in the New Administrative Capital of Egypt. With new artwork and a youthful tone of voice, the developer invites viewers to “unplug the plug” (“#sheel_elfisha”), and takes the chance to thank home-buyers who have helped them sell out Phases 1 and 2 of the project in record time. The new ads hit the roads during the second week of June and use uni-poles, billboards, double-decker poles, mega signs and serial combinations on strategic locations across the Greater Cairo.
