INSITE OOH Media Platform

Cairo didn’t just wake up to new billboards, its streets were suddenly speaking in Beko’s voice. The billboard looms like an extension of Cairo itself, nestled between cranes, concrete, and towers, cleverly reflecting the concept of homes in progress. This setting is no coincidence. This is precisely where Cairo is always building, upgrading, and reaching for more.

On the one hand, the Beko blue features its logo. This serves as a visual anchor, a moment for the eye in an otherwise bustling environment, conveying a sense of strength. On the other hand, the cutout seamlessly slips into an interior, warm and wood-toned, where one immerses in the sense of a modern, occupied kitchen.

Right at the center of this billboard is the appliances themselves, a dish washer and a coffee machine, sleek and seamlessly integrated. It’s positioned as no luxurious item, but rather as a component of the home. The Arabic headline declares “Stay with what stays with you.” It is a very human message, presenting Beko less as an appliance and more as just a partner in daily life. Then, in the second messaging, the financial component is clearly and surely communicated, with valU, no down payment, and no interest for up to 12 months. Another ad space features a couple unboxing their appliances for their new home. The visual is sentimental, mirroring the value Beko offers to everyone, especially the newly married. 

Beko’s Cairo billboard messages are effective because they understand the city, reflecting how they’re not just another appliance brand, they complete your home. 

Check out Monitoring Out of Home (MOOH), a specialist media intelligence agency and analysis system active in Cairo & Dubai, to learn more about this campaign.