INSITE OOH Media Platform

Across the horizon of New Cairo's ever-broadening skyline, Radix Development and LG are making their presence known. Their new billboard advertisement for the Agile Business Complex at New Capital Central Park, Phase II, arrives with an image that you can't scroll past. A lone woman in a dramatic red dress walks down the middle of a black-and-white city. Her dress traces down an otherwise empty street, as if defying and insisting on the rhythm of the modern world.

This isn't the first dramatic OOH campaign Radix has done, but this has more oomph. With their earlier activations, technology and property at times existed together, though not always smoothly. Here, however, the collaboration with LG isn’t just co-branded; it’s conceptually integrated. The copy, “Smart life is powered by tech pioneers”, does more than nod to innovation. It reframes the very promise of property ownership in Egypt’s new capital. 

Visually, the billboards lean into high-contrast. The black-and-white streets are chilly, fast, and almost unfriendly, almost like noir films. The hatted woman, dressed in ruby, domesticates them, however. She is not running away. She is not racing. She is serene, commanding, and well out of place, but in a good way. Her face is obscured by her hat, her posture is upright, and her presence almost reads like a contemporary oracle. The entire visual is a metaphor for order breaking disorder, or design bringing sense to technology.

It's curious to observe that this billboard is not typographically overwhelming. The typography is white, clean, and hierarchically well-organized. The tech messaging is pushed to the left, proximate to the LG and Radix logos, while the right is all dedicated to the Agile Business Complex name and Phase II CTA in bold red. The absence of any other images is intentional: one powerful picture, one message.

In terms of positioning, the real estate campaign blankets some of the geographic zones along main traffic axes across central arteries of East Cairo, including along Ring Road in the direction of Suez and the New Capital; zones with full-time professionals, property investors, and middle-to upper-class office developers. And unlike most developments which market the "luxury" of working life in fatigued marble lobby photos or skyline views, this campaign markets tech as the luxury, the intellect behind it. By this release, Radix is making a statement not about whereabout Agile's or LG's smart systems are, but their presence. And such a presence, loud, elegant, dressed in red, is hard to ignore. 

To learn more about this campaign and other campaigns flooding Egypt's roads, visit Monitoring Out of Home (MOOH), the region's dedicated media intelligence platform in Cairo and Dubai, where you can view exclusive information like campaign type, format, and location breakdowns.