OOH MARKET INSIGHTS JUNE 2018
With Ramadan in full bloom and the FIFA World Cup coming up, June has seen a lot of activity in the OOH scenery of Greater Cairo. Maintaining the OOH overall occupancy like the previous month, the usual leading industries like Real Estate, Communication, Food & Beverages, and Banking have displayed the greatest number of brands. Combined with the growth in usually less active industries, such as Non-Profit and Foodservice, the roads of Cairo have certainly enjoyed an attractive variety of campaigns and creativity.
Putting together all the advertisers in the Telecom industry has taken as much as 9% of the OOH market. Both, Communication providers and Mobile manufacturers have worked hard in their marketing strategies for Ramadan, as well as for the ever-present World Cup. Mobile Apps and Online Portals have also showed significant OOH occupation.
Orange also contributed to the World Cup frenzy – with a campaign that ranked #17 in the monthly ranking of June Top Campaigns, while Vodafone joined forces with Pepsi and hit the roads with Mo Salah to rank much higher at position #3.
Chinese selfie expert and leader OPPO upgraded their campaign for recently-launched OPPO F7, and Nokia presented their 7 Plus as well with a strong campaign that ranked #13.
Among the Mobile Apps, UBER turned their branding campaign from May into a recruitment process and also revealed their new brand ambassador Mohamed Salah, while regional counterpart Careem focused solely on “Ramadan solutions”.
With the decrease of campaigns from Shopping Malls, Online Portals enjoyed greater visibility. African portal Jumia promoted their “Express” service just in time for the World Cup, while Souq.com just launched a limited promotion for Huawei.
The presence of Non-Profit organizations kept growing during June. Adding to the May campaigns, Egyptian Food Bank also came to the billboards for fundraising, followed by Albaqyat Alsalehat and their campaign for specialized Alzheimer’s hospital.
El Abd surprised with an original combination of football and Eid Al-Fitr, and Etoile focused on the innovation of Egyptian traditional sweets.
Most brands in the F&B sector continued their campaigns, and new ones came in! New appearances included Bisco Misr, who emphasized the quality of their traditional sweets for the season and Chipsy, who rebranded their packaging for the World Cup.
Coca Cola launched yet another campaign for the World Cup, this time with Tamer Hosny. And Swiss “curious” Schweppes surprised with their new minimalist rebranded look and deluxe brand ambassadors Amir Karara and Shereen Reda in one of the Top OOH campaigns of June that ranked #15.
Home Appliances and Consumer Electronics maintained the industry’s visibility with their 2% of the total OOH overall occupancy. We saw Samsung promoting their big-size TVs for the World Cup, and El Araby marketing the Dutch Electrolux-subsidiary brand Tornado, as well as their annual branding campaign which was appreciative of distinguished Egyptians and their contributions to the advancement of Egyptian society.
Real Estate came strong this month, increasing their OOH overall occupancy up to 52%, after their slow-down last month.
The New Capital is dominating the billboards. While AKAM evolved the OOH campaign for Scenario and went up the Top 20 to rank #6, Pyramids fell out the ranking again but still revealed more details about La Capitale.
New developer New Plan entered the OOH scene with a strong campaign that ranked #11 in the Top 20 of June, Talaat Moustafa surprised with the launch of Celia ranking #12 and Rhodes finally revealed their project closing the ranking at position #20.
Previous campaigns for New Capital projects were upgraded. For instance, Master Group invited viewers to unplug at The City with a massive campaign that has ranked #1, while MBG evolved their OOH for PUKKA again and ranked #2, just as Better House did for their outdoor campaign for Sky Capital but didn’t enter the ranking.
The new cities around Cairo have almost been left behind during the summer. This month we only saw two new campaigns for New Cairo – the launch of Western Ville by El Tayebi and Emaar, who announced the reopening of their Lanterns tent for Ramadan. And 6th of October only had the campaign upgrade for Badya, the new cultural project from Palm Hills, but was quite visible in its #14 position of the Top 20 of June.
Branding is still a major trend among tycoon developers. Such was the case of Wadi Degla, who launched a very strong OOH campaign to position the brand and ranked #4 of the Top 20, while business tycoon Orascom showed some muscle to rank #9 with their many world-class marinas and Marseilia Group tried to match competitors with their new outdoor branding campaign but didn’t rank.
And with summer here, beach projects also came strong to the billboards! Hassan Allam continued their teaser about the “True North” and ranked #10, ARCO brought back CityStars Al Sahel and ranked #7, same as MAXIM and their Bo projects which ranked #19.
Landmark Sabbour surprised with their new beach project ZOYA in Al Sahel, Blues Tiffany returned with a new look, City Edge presented North Edge Towers in New Alamein and SODIC announced MALAAZ with a strong campaign that ranked #8 in the Top 20 of June.
After the World Cup frenzy, we expect summer to hit us full blast with lots of beach projects from Real Estate and refreshing foodies from F&B brands. Stay tuned to learn about market changes and remember: the better the insights, the better the strategy!