Better Home is promoting its units of Midtown Sky on a massive OOH campaign for Midtown New Capital, following their branding outdoor campaign that took place last December. Midtown Sky came up on billboards with one template design but different visuals and copies, sharing the same background and surroundings of a blue sky and trees in a sandy atmosphere to reflect nature vibes. Midtown splits the visuals, targeting two different segments of buyers. The main difference appeared in the type of units displayed, as well as the down payment amount of each accordingly, one shows a Midtown residential building while the other presents a villa's exterior design. Regarding the ad copy, Midtown is mentioning its favorite tagline The capital's people on a large scale to keep up its brand positioning. The campaign went across-the-board at the end of February, using billboards, uni-poles, and double-decker poles all over Cairo, Egypt.
