Galala On Top – Open Bus Campaign
An open-top double-decker in GU colors rolled through Greater Cairo for three days—part pop-up campus, part moving billboard. The “Galala On Top” campaign turned New Cairo, 6th of October, Sheikh Zayed, Maadi, Zahraa El Maadi, Nasr City, Heliopolis, and Sheraton into touchpoints where families met real students and staff, asked real questions, and left with more than a brochure.
Instead of long speeches, the activation worked in short scenes: a quick hello on the sidewalk, a 60-second snapshot of a faculty, a scannable QR code to program pages, and a promise—if you’re curious, we’ll show you the labs, the studios, the scholarships, the next steps. Street teams hosted micro-Q&As on admissions, dual-degree options, housing, and student life; brand ambassadors shared honest stories about first semester, clubs, and time management; and giveaway stations offered small keepsakes tied to GU’s faculties and SDG ethos.
What made the bus more than a billboard
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Live storytelling: rotating “spotlight” intros from engineering, health, arts & design, and business—each with a one-line value proposition and a route to internships or research.
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Mobile help desk: counselors on board answered specifics about requirements, placement tests, English scores, and scholarship criteria, helping families map timelines.
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On-ground engagement: pop-up selfie points for social shares, quick trivia about GU’s programs, and a “find your pathway” card that pairs interests with faculty routes.
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Media production: a lean content crew captured interviews, route highlights, and day-in-the-life snippets for ongoing reels and short features—keeping the campaign alive online.
A consistent thread ran through every stop: access and clarity. The team focused on demystifying admissions, showing how project-based learning actually looks at GU, and inviting students to themed open days on campus for deeper dives. The campaign also strengthened ties with neighborhood schools and community hubs that hosted short, courtyard-style meetups as the bus pulled in.
“We want prospective students to meet the people behind the prospectus,” a GU ambassador noted curbside. “Once they do, choices get simpler.”
