Geely Sparks a New Era on Cairo Roads

ClientGeely Auto Egypt | Abou Ghaly Motors

CampaignGeely EX2 and EX5 EM-i Reveal

Locations34+

The Challenge and Vision

Geely introduced the EX2 and EX5 EM-i with two familiar personalities. Ahmed Fahmy represented the EX5 EM-i, while Engy Kiwan brought a youthful character to the EX2. The pairing gave the launch an approachable tone as it presented new choices in electric and hybrid driving. Comfort, driving range and smart features shaped the product message, supported by design details such as Matcha Green. OUTSITE carried the reveal across Greater Cairo through digital screens, static billboards and lamppost advertising.

The campaign’s idea of “following people, not the other way around” informed its placement strategy. Geely appeared along established travel routes, bringing the new lineup into view in daily destinations.

01 / City Stars Digital Board

Geely EX2 NEV ad with Engy Kiwan on an OUTSITE bridge-mounted digital screen over a busy Cairo street

Strategic Location Mapping

The rollout combined roadside formats on major connectors with digital placements around commercial and residential areas. This distribution gave the campaign a presence across different parts of the capital, with each area contributing to the wider introduction.

East Cairo and New Cairo

Static and digital placements along Mosheer Tantawy Axis supported coverage at Waterway, O1, Suez Road, Jumia on North 90th Street and the Dusit Thani digital board. Al-Rehab Bridge extended the reveal toward surrounding residential communities.

City Centre Almaza, Heliopolis, Nasr City and El Nasr Road brought the campaign into established eastern districts. Kattameya screens and the Sokhna Entrance digital boards added coverage along routes connecting Cairo with its outward expansion.

Central Cairo, Giza and Connecting Roads

Abbasia Bridge, Hadayek El Kobba and Salah Salem formed part of the campaign’s coverage across established urban areas. Static and digital placements on the 6th of October Bridge carried the reveal along a major connection between the city’s eastern and western sides.

Tahrir’s digital board, Corniche El Maadi and digital placements in Zamalek, Dokki and Murad Street brought Geely closer to central business and neighborhood activity. Ring Road screens and unipoles connected this coverage with the wider road network.

West Cairo and Sheikh Zayed

Mega-posts and unipoles along the 26th of July Axis gave the launch scale on the approach to western Cairo. Panorama El Mehwar’s synchronized screens added a coordinated digital presence, supported by placements at Zayed Entrance, Hyper One, Galleria and Capital.

North and South Dahshour roads extended the campaign through Sheikh Zayed and October’s residential routes. The Mall of Egypt screen, Hadayek El Ahram digital board and unipoles along Al Wahat Road added visibility around shopping destinations and the wider Giza–6th of October corridor.

02 / 26th of July Axis

Geely EX5 EM-i NEV creative with Ahmed Fahmy on a large OUTSITE billboard above a Greater Cairo highway

03 / O1 Mall Digital Board

Geely EX2 NEV in Matcha Green with Engy Kiwan on an OUTSITE digital billboard at a New Cairo junction

Execution

The creative gave each model its own ambassador while keeping both within a shared Geely identity, helping distinguish the EX2 and EX5 EM-i within a launch spanning electric efficiency and hybrid versatility.

OUTSITE’s media mix gave the campaign different ways to present that identity. Large roadside billboards offered space for the vehicles and ambassadors to register at scale. Digital screens carried the creative through commercial destinations and commuter routes, while lamppost advertising introduced a sequence of appearances along selected stretches.

Together, the formats supported a consistent launch identity across varied viewing environments, keeping the cars recognizable as the campaign moved between locations.

Expected Strategic Outcomes

Name Recognition: Gives buyers a reason to explore two unfamiliar model names, turning EX2 and EX5 EM-i into options people can recognise and tell apart.
City-Wide Presence: A large-scale presence across Greater Cairo, combining digital screens, static billboards and lamppost advertising on the routes buyers already travel.
Considered Comparison: Encourages interested buyers to compare Geely’s electric and hybrid offerings and look more closely at their features.
A Place on the Shortlist: Helps buyers assess each model against their own driving needs and decide which deserves a place on their next-car shortlist.