Keeping the same slogan as their reveal campaign in July, real estate company New Plan Developments has started to evolve their ongoing Out-Of-Home strategy to unveil the home units of Serrano in the New Administrative Capital of Egypt. Combining branding ads with new images of the home units under a night starry sky, the ads offer viewers “Exclusive apartments, duplexes and penthouses” in a dark presentation that seems to devalue the campaign. The upgraded campaign was released at the beginning of August and can be seen on double-decker poles, uni-poles, lightboxes, and gate combinations across the Greater Cairo.
