INSITE OOH Media Platform

Madinet Masr for Housing & Development is back on the streets with a celebrity-studded campaign that brings together reassurance and star power to the world of real estate. Stealing the show with Egyptian pop icon Tamer Hosny, the latest OOH launch uses local affection and celebrity influence to promote its housing options. Capitalizing on the brand's earlier campaign focusing on community and livability, this latest ad shifts to comfort-first gear—emotional and practical—on the platform. With this latest rollout on billboards, social media and television ads, the real estate giant turns up the dial to drama mode.

The creative direction of the ad goes all-in on a movie-poster vibe. In one version, Hosny is half-hugging, smiling widely in a background that looks plucked directly from a light-hearted romcom; in another, he's in business casual with a female co-star in full drama-thriller stance. There's even a more cheerful, family-friendly version of him with kids. The ubiquitous slogan on every billboard is: "A New Scenario For Your Life." This catchy, bilingual tagline transforms a real estate guarantee into something more magical—life here isn't just elevated; it's remade. The dramatic copy tone is glove-like on Hosny's persona, referencing both his status as a film icon and romantic leading man, then implying that signing up for Madinet Masr is taking your own leading man role in a blockbuster movie. 

In geographical terms, the advertisements blanket populated areas such as New Cairo, Heliopolis, and the Ring Road, providing target homeowners and aspiring young families seeking to invest the maximum exposure possible. The use of multiple imaginative images, all under one thematic umbrella, allows the campaign to speak to a wider audience—from newlyweds who fantasize about their first home to multi-generational families seeking a fresh start. It's a smart move to introduce entertainment and aspiration into a traditionally rational product category, and with Tamer Hosny as its ambassador, Madinet Masr is clearly positioning itself not just as a real estate developer but as a lifestyle brand redefining what it means to live as your own main character in Cairo.

For more on this campaign, check out MOOH, the dedicated media intelligence agency and analysis system active in Cairo & Dubai, to reveal all details about the campaign such as the campaign type, kind, location, budget, media plan, and more.