Virgin Finds a Way to Break Through Cairo's Clutter

Builds Buzz for Megastore With 'Red Trail'

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Brand: Virgin Megastore
Brand Owner: Virgin Megastore
Product Category: Retail
Date: September-October 2005
Country: Egypt
Media Agency: Zenith Media
Other Agency: N/A
Media Owner: Nile FM

You expect Virgin to do something different and so does the target audience of hip, outgoing 20-somethings. When the first Virgin Megastore was due to open in Cairo, Egypt, expectations were high, but as ever the budget was limited. At the same time government regulations meant it was difficult to gain approval for creative solutions.

At the heart of Cairo is the Sixth of October Bridge, the high-traffic route to the suburbs and only way to get to the new store. It's also well-known in the city for its cluttered out-of-home environment. ZenithOptimedia found a way around these problems by creating a Virgin red trail to the new store. It secured a standout presence on the Sixth of October Bridge, renting all the lampposts on the bridge and using Virgin flags to start the trail to the store. The flags ran for two weeks, running from the bridge all the way to the store in the City Stars Mall. The agency claims a country first for this placement and deserves plaudits for finding a way to deliver on this idea.
Flags ran for two weeks, running from the bridge all the way to the Virgin store in the City Stars Mall.
Flags ran for two weeks, running from the bridge all the way to the Virgin store in the City Stars Mall.

The trail concept was also stressed via a radio campaign on Cairo's most-listened-to radio station, Nile FM, which used a tease-and-reveal mechanic to get people excited about the new Red Trail. The campaign became the talk of the town, generating strong word of mouth as well as media coverage. And on the back of its success Zenith Media also secured extra business with Virgin Megastore.

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