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Brand Activation

The Egyptian North Pole: Experience skiing the Egyptian way!

After many promises and anticipation, Majid Al-Futtaim, the leading pioneer of retail, leisure and entertainment, across the Middle East, Africa & Asia has finally announced the 2nd of March at 10 am the official opening date and time of Mall of Egypt.

Mall of Egypt is located in 6th of October City on Al Wahat Road, spans 400,000 sqm, gross leasable area (GLA) of 165,000 sqm and will provide visitors with 6,500 parking spaces.

Experience Ski Dubai with the Egyptian flavor:

Majid Al-Futtaim introduces unprecedented leisure and entertainment experience to Egyptians with EGP 6.3 billion in investment, presenting the largest and first VOX Cinemas Cineplex, continent’s first indoor Snow park Ski resort; “Ski Egypt”, along with, some of the world’s leading international brands, amusement arcade, adrenaline filled Magic Planet and kids Edutainment center Little Explorers.

Ski Egypt is an indoor Snow park that contains 7000 ton of snow which provides a wide variety of activities from ski slopes, penguin hugging and much more, but what is way more attention-grabbing is the localized activation and teaser campaign.

Ski Egypt “القضب الشمالي المصري” has been creating a lot of buzz on social media for the past few days, one of the reasons is that Mall of Egypt is much-anticipated for its game-changer entertainment varieties, and more so, the localization of Ski Egypt experience.

Marketing Localization: What Can The Egyptian North Pole Teach Us?

July is the hottest month in Cairo with an average temperature of 28°C (82°F) and the coldest is January at 14°C (56°F) with the most daily sunshine hours at 14 in June. Can you imagine how the The Egyptian North Pole would look like?

Marketing Localization… Unfortunately, not all companies consider this step when expanding into new markets. All marketing localization projects should include a final proof step to make sure locals actually respond well to the localized materials.

Kairo agency has implemented a digitally native campaign that works on different platforms and still applicable on other advertisement mediums…

Burger Truck is very famous worldwide, They’re usually rolling through the streets but do you know what is really famous in Egypt? Its Fool Truck.

The Egyptian North Pole Campaign Design (Fool Truck)

The Egyptian North Pole Campaign Design (Fool Truck)

The Egyptian North Pole Campaign Design (Tuktuk)

The Egyptian North Pole Campaign Design (Tuktuk)

The Egyptian North Pole Campaign Design

The Egyptian North Pole Campaign Design

Kairo communication agency has implemented a full-fledged outstanding intricate campaign that was exceptionally systematic, starting way back in summer, garnering the expected delightful experience, outdoors teaser campaign and digitally as well.

Describing Egyptians’ long experience with snow in a humorous way, then presenting the question “Imagine if a place in Egypt that contained 7000 ton of snow?” if we can have so much fun with freezer or broken air conditioner ice formation, how much more fun are we going to have when we experience Ski Egypt?

Tons and tons of fun, right?

And we did on a smaller scale though, when they filled Hijaz square “Midan Al Higaz, in Masr el Gedida” with 150 kilos of snow and surprised the pedestrians and morning train riders with a snowy Egypt and it was shot in the summer to double the effect of surprise and delight.


Strong introduction of the fun that everyone can experience on the 2nd of March in Mall of Egypt, with relevant content that the Egyptians can relate to.

In only 3 days, the page gained 26.5K likes. For every winter lover or thrill seeker, you can now have snowy winter all year long in Egypt.

Majid Al-Futtaim has another project underway “City Center Almaza” that is planned to open by 2019. This project, worth an estimated EGP 4 billion and is expected to create 22,000 direct and 14,000 indirect job opportunities

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