INSITE OOH Media Platform

With crisp blue imagery and typography mimicking the curve of a highway, HIG Development's Cairo OOH campaign is holding its ground: they're not just along for the ride. Rather, they have a destination. From sweeping freeway billboards to assertive metro columns and monopoles, the real estate firm has plastered Cairo's most crowded streets with an assurance-based message of movement, freedom of sight, and authority.

With their daring blue invasion charting its future across Cairo’s billboards, the term "We Know The Route" is both literal and metaphorical. It implies building and connecting and also addresses an implicit promise: direction, vision, and trust in the times of uncertainty. HIG declares that it paves the way.

The creative strategy is one of complete minimalism. The blue backgrounds are corporate and clean but not cold. The high-tech sans-serif logotype feels direction-sensitive, almost like signage. Whether a query like "Can a new route change your mindset?" or just the blunt brand name wedged alongside a single slogan, the campaign is one of identity and simplicity. HIG's modesty is its own kind of eye-grabber. The simplicity of the layout necessitates a second look. It's proclaiming something, rather than advertising it. 

Strategically, the campaign has been positioned with high density on Cairo's highways. Billboards are positioned along: 26th of July Corridor, New Zayed entry and exit, Sphinx Axis and Mehwar interchange, the Wahat Corridor and Dahshur Link, Monorail road towers and overpasses, and in front of the Mall of Arabia and Pyramids Heights strip. The refrain along the metro pillars and roadside billboards makes the route itself into a metaphor, a HIG-owned one. The location does not just show the route; it is the route.

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.