The Egyptian North Pole
Brand new Mall Of Egypt opened its doors last week. The shopping facilities, developed by Majid Al Futtaim, offered a brilliant and glossy grand opening celebrating skiing and the upcoming arrival of playful penguins.
Using Large and X-Large billboards, the grand opening was advertised in a massive OOH campaign all over the Greater Cairo, and referred to the mall as the Egyptian North Pole. Even though penguins come from the South Pole, it is a very catchy way to refer to the mall!
The designs of the ads were something new to the Egyptian market, as we do not often see images of people skiing or wearing snow clothes in our billboards.
Certainly a different campaign to what we are used to.