Parallel to the exciting launch of the luxury brand Lexus in the Egyptian market, Toyota Egypt has released an additional OOH campaign to present the all-new Toyota Fortuner. Over partitioned backgrounds, the ads focus not only on the best-selling model, but on its target audience too – the 21st-century, middle-aged man who “wants to liberate his power” and “be in control”. The slogan “Toyota Fortuner… made for men” resonates masculinity, as well as gender discrimination – something that does not seem a 21st-century message from a global brand. The campaign started during the first half of October and uses OOH types of large format, such as uni-poles and double-decker poles on strategic locations of Greater Cairo.
