Spreading joy for both kids and adults, Majid Al Futtaim Group continues to thrill on the billboards of Cairo, Egypt with a promotional outdoor advertising campaign for Mall of Egypt to promote the Canadian CGI animated TV series Paw Patrol under the name of “The big show rescue”, parallel to the advertiser’s branding OOH campaign on the roads. Targeting a young segmentation; Majid Al Futtaim is trying to get the attention of the kids’ seat of every car passing by to make sure the animated visuals and lovely familiar heroes make their heads turn. The visuals have Nickelodeon’s “Paw Patrol”; a group of six dogs led by a tech-savvy called Ryder, introducing “The big show rescue” displayed on an animated background of mountains and green areas that suits the adventurous atmosphere perfectly. The bottom side has the dates of the show, a special offer for the mall’s shoppers and their hotline and website URL as a call-to-action. The campaign surfaced during the third week of September, using uni-poles and mega-signs in various locations across Greater Cairo.
