The outdoor media market of Greater Cairo is in uproar this week following the last OOH campaign of M2 Developments, the Real Estate subsidiary of Egyptian Conglomerate INTRO Group. The new developer, who made a modest entrance in the market with a branding outdoor campaign last July, has swerved the direction of their Marketing Strategy and their new outdoor campaign is quite bold and full of ironic allusions – something that the more-traditional sectors feel is an “indirect attack” on the slogans of some of the leading developers of Egypt. With white and turquoise typo, the ads feature a long message that starts by greeting the Real Estate industry, and continues with mentions to SODIC’s project of Sky Condos, the Porto developments of Amer Group, Mountain View’siCity projects, Inertia’s campaign for Jefaira, and Marassi, the North Coast project of Emaar. None of M2’s campaigns till now has showcased any project, but the current ads include an intriguing number 3 that takes prominence on the side of the ads. Does it refer to this campaign being their third in the Egyptian market? Or is there something else behind the number? The campaign has left both audiences and competitors a bit confused – it seems that the market is not warming easily to the innovative ironic style of M2. Stay tuned as we reveal the reactions of the Real Estate sector.
