INSITE OOH Media Platform

Real estate advertising, especially in Egypt, is driven by size, majesty, and the expectation of the luxurious life experience, but Modon Developments' latest out-of-home installation campaign for Modon Golf Town in New Cairo does something entirely different. Here, after their last OOH pop-up, the brand places the human element, identifiable, desirable, and meaningful to the culture, at the forefront of the experience rather than the architectural elements of a project.

Among these are Rania Youssef, Zeina, Nesreen Amin, Sawsan Badr, Hassan Shehata, Maged El Masry, Hisham Abbass, and TONY, all dressed in traditional golfing clothing, holding golf clubs, and placed as if they are natural extensions of their surroundings. It does not take much to realize that these are not random selections for this campaign. They are individuals who appeal to different demographics and radiate credibility and success.

The communication takes place through a vast installation of big-format billboards as well as unipoles, each one displaying a familiar face from Egyptian society against the soft green expanses of the golf course. The common slogan, “It’s time to golf,” clearly extends beyond the literal meaning. Golf is positioned both as sport and as code for lifestyle, one that symbolizes composure, refinement, as well as living with a different tempo.

Moreover, the campaign promotes an effective use of colors. The palette is neutral, with lots of greens in the background, muted by golden colors, reflecting the effect of the early morning or early afternoon sun, when activities are leisurely, not hastily. This is, in turn, offset by navy blue and pure whites in the clothing line. There is also artistic yellow “Golf" handwriting that breaks the tranquility, expressing motion and excitement.

From a brand standpoint, Modon Golf Town is positioned less as a conventional residential project and more as a lifestyle destination. The repetition of open spaces, sports, and private time creates the subtle shift from the focus on square meters and offerings to the focus on life and status. The Modon Golf Town campaign employs the clean visuals in the advertising and allows the talent, the landscape, and the message to breathe.

Strategically positioned in prominent routes in New Cairo and the surrounding areas, the campaign takes advantage of scale in a non-extravagant manner. This campaign also achieves effective brand recognition because of using similar creative in various media channels; additionally, celebrity spokespersons provide instant stopping power in the competitive environment of real estate advertising.

In the end, Modon’s campaign achieves the integration of product, place, and aspiration to create a visually cohesive message. Through its association between Modan Golf Town and the sophisticated, active, and aspirational lifestyle, Modan Golf Town is positioned as a declaration of how to live.

To get more information about this campaign, visit MOOH, the monitoring out-of-home intelligence data provider in Cairo & Dubai, with details regarding campaign types, kinds, locations, budgets, media plans, and more.