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Marking a bold move in Egypt’s automotive landscape, Mansour Group has rolled out IM Motors on the country’s billboards. The campaign uses strong roadside visuals along major roads to announce the brand's arrival. 

Following their TBD Campaign, the new billboards echo a short, declarative headline as Mansour Group introduces IM Motors to the Egyptian Market. The slogan “IM What I AM” with the additional message "NOW IN EGYPT." Another billboard features a line-up of three IM Motors cars, accompanied by Mansour Group's logo and a hotline number for call-in inquiries.

Aesthetically, the messaging is representative of contemporary minimalism. The deep gradient blue sky, transitioning from dusk to dawn colors, represents innovation and new beginnings, a fitting analogy for IM Motors' fresh start in Egypt. The typography is clean and futuristic, an expression of the brand's technology-forward personality, while the car imagery is sophisticated and electric performance-driven.

At the heart of the campaign is the ubiquitous yet powerful slogan "IM WHAT I AM." It's a short declaration of identity and self-esteem, a message that transcends linguistic barriers. It encapsulates the essence of modern mobility, technology that adapts to learn about its driver's lifestyle and vice versa. It's not an introduction; it's a brand philosophy put in the foreground.

Having Mansour Group's endorsement on the campaign has a twofold impact. One, it lends credibility to a relatively new brand name for Egyptian consumers by calling upon Mansour's long-established reputation as a reliable automobile brand. Two, it bridges the trust gap between innovation and reliability, providing assurance to the consumer that IM Motors' cutting-edge image is backed up by local infrastructure and after-sales support.

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.