Following its strong presence in Dubai’s OOH scene, it's now in Egypt! Sharjah Book Authority (SBA), has drawn the attention of the public over Cairo’s billboards, conveying a powerful message that there is a book for you no matter who you are, where you are from, or what your interests are. This creative ad is considered a global campaign because it has a large presence on the OOH medium and spans multiple time zones in different languages and dialects, as this cultural campaign was spotted a few days ago on Dubai’s billboards to raise global awareness about the importance of establishing a genuine connection between humans and books. A collection of unique individuals pop up on a darkly lit background, highlighting their various interests. The visuals are similar to the visuals that were featured a while ago in Dubai. However, the dialect that is used within the campaign is different from the language used in Dubai. In other words, the ad copy was written in a local dialect on Cairo's streets to match the target audience, Egyptian culture, and identity. For instance, the catchy motto “If you are into something, you are into books” translated into Egyptian dialect to be “لو ليك في حاجة يبقي ليك في الكتب”, demonstrates that there is a book for each interest, hobby or even passion, regardless of where your interests fall; whether in food, music, sports, cycling or other. Furthermore, this initiative is sought to bring audiences from all walks of life closer to books and readings, as it opens horizons. Egyptian popular figures, including artists, authors, and influencers, have praised and participated in Sharjah's cultural role in promoting books and knowledge production on both a regional and worldwide scale, led by His Highness Dr. Sheikh Sultan Bin Mohammed Al Qasimi, Supreme Council Member and Ruler of Sharjah. For instance, the Egyptian actor Abed Anani and the Egyptian novelist Ahmed Mourad. The campaign is featuring QR codes that offer discounts of up to 50%, on the other hand, on the bottom space, the advertisers provide the audiences with the official website for those seeking more information. Want to reveal extra details on Sharjah Book Authority's campaign? visit Monitoring Out-of-Home (MOOH), Cairo's dedicated media intelligence company and analysis system that will provide information regarding campaign types, kinds, budgets, locations, media plans, and more.
