Using Middle East’s most common advertising appeal, emotional appeal, real estate developer Iwan Developments is hitting the billboards of Cairo, Egypt with a branding OOH campaign, gathering all of its signature brands in one place to build on its relationship marketing strategy. Iwan's marketing approach is highlighting more than just the features of their projects or the community's culture, they walked the extra mile to include people; their main inspiration. The unique piece of advertisement is standing out in the OOH landscape of the real estate industry, featuring “Majada, The Axis, Jewar, Vida, Atrio, Jedar, and Jefaira” are where you will find “Real estate. Real people”, displaying residences from these exact communities to refer to the privileges of the lifestyle, credibility, and luxury of these homes as highlighted in the ad copy. The bottom side is inviting you with a CTA to be part of Iwan’s family with their hotline and website URL. Popping up on the roads in the fourth week of February, the campaign was seen on uni-poles, double-decker poles, and mega-signs in many locations across Greater Cairo.
