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Remember the astonishingly successful teaser campaign that was launched a while back, earlier this month?, the one with the tagline “We’re Not Kidding” that was widely distributed across Greater Cairo’s high-traffic areas, well, we finally know who it is after the long wait. It’s Taj Misr, the legendary real estate company that has been producing developments all over Egypt. 

One of the main visuals of the campaign uses the main tagline which is “We’re Not Kidding,” however, it's in Arabic to reach the Arabic speaking audience. The billboard also says that Taj Misr has produced “9 Projects in 5 years” which is bound to grab the audience’s attention. Another ad visual shows a family celebrating their young one’s birthday. The same tagline and ad copy is also used. The teaser campaign used a bright red backdrop, however, the reveal campaign uses a black and dark backdrop. This reflects elegance and sophistication along with independence, strong-will, and power. 

Another visual of the campaign shows a mother offering food for her family on a dinner table while Taj Misr’s official logo is prominently displayed to reach consumers and build awareness, recognition and familiarity. A separate visual of the campaign shows a group of guys playing Playstation and this really gives off the vibe that Taj Misr values gatherings of family and friends and that’s what the company provides in its establishments. 

Check out (MOOH), a dedicated media agency and analysis system active in Cairo & Dubai, to find out more information about this campaign.