UC Developments is a well-known name in the Egyptian real estate market, offering modern projects that suit today’s urban lifestyle. After two years away from billboard advertising, they’re back with a fresh campaign titled “True.” This campaign promotes True New Cairo Compound, a new residential project in the heart of the Fifth Settlement. The compound offers spacious, modern homes surrounded by green spaces, with easy access to schools, shopping malls, and main roads. They're capturing attention through simple yet bold billboards. The green and orange signs feature short, conversational phrases like “Will I be in the middle of everything? – true” and “Am I going to live a happy life? – true.” These direct questions paired with the word “true” cleverly resonate with the audience, sparking curiosity and trust. The green billboards, calm and inviting, emphasize being at the center of convenience and a vibrant lifestyle. On the other hand, the orange ones feel energetic and aspirational, highlighting the promise of happiness and comfort in the new project. This mix of color and messaging creates a strong visual contrast, ensuring the campaign stands out on busy roads. UC Developments’ strategy is clear: to keep the focus on simple truths that appeal to what people want most in a home – a happy, well-connected life. Check out Monitoring Out of Home (MOOH), a specialist media intelligence agency and analysis system active in Cairo & Dubai, to learn more about this campaign.
