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New campaign from Al Burouj includes hidden CTA

Just a month after the recent announcement of new phase ALCOR, mega project Al Burouj has launched a new outdoor campaign that mixes brand positioning with a CTA (Call-To-Action) that fails to be seen from the roads.
Over the brand’s usual dark backgrounds, the ads display a variety of messages in huge font of different colors, starting with “Why-questions” and aiming at interaction with the audience.  The CTA, however, is included in such small size among all the huge block letters that looks like a newspaper classified – completely failing in visibility with the wrong sizing for outdoor advertising.
The campaign started at the beginning of October and can be seen on mega signs, double-decker poles, uni-poles, and large-format combinations on strategic locations across Greater Cairo.


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