Cairo billboards now sport a new look, and it cannot be missed. MG, through Mansour Automotive, launched citywide promotion of the new MG HS and HS Hybrid under the headline Powered Two Ways. The automotive campaign is simple, minimalist, and daring: one car, two personas, each tailored to attract a different driver. The ad features both versions of the HS side by side on each execution. The HS Hybrid is adorned in a fresh light blue and the HS Luxury is in sleek black. The reason that color coding has been employed is not accidental, the eye can make the instant association Hybrid and leading-edge efficiency or Luxury and upscale comfort (even at higher speeds). Much like their previous billboard campaign, the boards never overwhelm drivers with features and jargon. Instead, they create a low-effort choice moment: which HS are you? The billboards stay calm. The background is reduced to a simple horizon with soft gradients so that the cars can talk all the words. The headline goes to center top or off to the side of the grid, and the hotline 16424 is stuck in bottom right. Mansour Automotive and Shell Helix Ultra logos are credibly added without taking away from the central theme. In stacked placements, MG strategically used the extra space in highlighting the interior of the car. The see it from outside, then sit inside timeline gives the pedestrians a glimpse of the technology and comfort at the wheel, affecting curiosity but not overwhelming the frame. Launch is across static and digital locations on main Cairo avenues. Day-time visibility comes from static superboards, and giant digital screens add extra oomph at night. The nighttime creatives are also very dramatic, with saturation turned up so the cars glow on the night horizon. The stacked executions also have an advantage on highways in terms of longer dwell time, walking the viewer through a whirlwind narrative from exterior design to interior comforts. What MG receives here is simplicity. Drivers are not required to interpret the message. There is only one model, introduced in two guises, and both are attractive. The ad is uniform in style, the image is powerful yet not dominant, and the cars themselves are the stars. Where the campaign falls short is on the details. The boards resist explaining precisely what Hybrid or Luxury means to the consumer. There is no mention of fuel efficiency, financing, or technology options. The campaign generates wonderful awareness, but is dependent on prior interest or a zealous driver on the hotline for conversion. You can learn more about this campaign’s budget, OOH kinds, locations, and more by visiting MOOH, Egypt, The Emirates OOH-dedicated analysis system, and Media Intelligence.
