Just a month after the recent announcement of new phase ALCOR, mega project Al Burouj has launched a new outdoor campaign that mixes brand positioning with a CTA (Call-To-Action) that fails to be seen from the roads. Over the brand’s usual dark backgrounds, the ads display a variety of messages in huge fonts of different colors, starting with “Why-questions” and aiming at interaction with the audience. The CTA, however, is included in such small size among all the huge block letters that look like a newspaper classified – completely failing invisibility with the wrong sizing for outdoor advertising. The campaign started at the beginning of October and can be seen on mega signs, double-decker poles, uni-poles, and large-format combinations on strategic locations across Greater Cairo.
