OOH MARKET INSIGHTS SEPTEMBER 2018
September has returned to the calendars of Greater Cairo and that has meant the end of summertime – and summer campaigns. While the city residents got busy with their Back-to-School preparations, the OOH market has enjoyed an increase in the activity and variety of advertisers to replace summer events, thus maintaining an overall occupancy of 73%.
Other sectors, however, have surprised with more variety earlier in the year than expected. This has been the case in Broadcast Media, Banking and Clothing & Apparel, with the highest growth in the Business Services sector, with most events organizers happy to be back at work.
Broadcast Media was one of the sectors to start the Fall season earlier than usual, with BBC News Arabic inviting Egyptian viewers to “expand their horizons”.
In the Banking sector, two new outdoor campaigns have added visibility to the sector. Al Baraka Bank has released an OOH campaign to promote Shari’a-compliant products, while Banque Misr has presented their latest rewards program.
In the Telecom sector, the battle of new campaigns was down to two brands: Orange, who enrolled Reda Abdel-Aal to promote the Dragon plan, while sharing their global “Love” campaign to build on brand promise. And Vodafone, who brought back their Flex Plan to the billboards with a massive OOH campaign of cross-promotions with action actor Ahmed El Sakka to rank #13 of the Top Campaigns of September, as well as a new offer for Egyptian SICO smartphones presented by The Genie.
Brands in the F&B industry have temporarily decreased their activity. Sunbites has launched a new OOH campaign to present a new flavor and all their “goodness”, while global beverage brand Coca-Cola has hit the billboards with a massive initiative to share their special stories with everyone and ranked #9.
Mobile Devices was very interesting to watch. After Huawei upgraded and extended their campaign for Nova 3 to enter September’s ranking at position #16, OPPO dazzled the market with the launch of F9 and became the true protagonist of the month with a more creative media planning.
Real Estate has maintained the same occupancy, but the focus of new campaigns has switched back to residential projects in the new cities, while beach projects starred previous, ongoing campaigns.
Such has been the case with HAP, who has launched the new phase of Residences at Swan Lake New Cairo and has ranked #14, while Sabbour/Al Ahly has brought back Odyssia to the billboards with strategic OOH planning and a bigger campaign that has ranked #3, and Al Burouj has announced the launch of ALCOR with both, teaser and reveal campaigns, entering the ranking at position #7.
Tatweer Misr has also reignited the promotion of their latest project Bloomfields with a campaign that has ranked #5, SODIC EAST has returned to the billboards with a stronger outdoor campaign and closed the ranking of Top Campaigns at #20, and Style Home has presented The Icon with OOH but too shy to rank.
Misr Italia has come back with a new colorful branding campaign that has ranked #2, while City Edge has announced that they’re preparing a new launch in New Mansoura and ranked #10 and ALLAMCO has evolved their ongoing OOH campaign.
In the other side of the Nile, AMID has revealed the first features of GRANZA, Stone Residence has returned with new brand ambassadors and Genova has upgraded their outdoor strategy. All three with campaigns of less than 15 ad faces.
The New Capital has also been a theme among new campaigns. Better Home has renewed the visuals for their recently-launched Condo phase at Midtown and ranked #1 of the Top 20 Campaigns of September with more than 170 ad faces, OIA has returned with new messages and ranked #8 and La Verde has announced a new project and ranked #11.
And before the summer leaves us completely, some beach projects have tried to make an impact. New beach project Pali has upgraded and extended their OOH campaign to rank #4, CityStars Al Sahel has evolved their OOH messaging and ranked #12 and AZHA has returned to the billboards with a new look but with less than 30 ad faces of large format has not ranked.
The rest of industries has not incurred in significant activity, as most advertisers are now busy getting ready for the change of season – so we must expect much more activity to happen next month.
As we wait for the Fall, stay tuned to learn about the best OOH campaigns and remember: the better the insights, the better the strategy!