INSITE OOH Media Platform

With nothing but a soft wave motif and the words “Soon in New Zayed”, real estate developer Mabany Edris has rolled out a series of teaser billboards that let the intrigue speak louder than any visuals or specifics. It’s a strategic shift from their more detailed campaigns for their projects, and it’s working—minimalism, when done right, builds anticipation.

Mabany Edris is no stranger to the billboard game. Their last campaign emphasized their diversified portfolio. Here, they've simplified it to a single message. The background alternates between crisp white and luxurious red, with intricate Arabic calligraphy used more as texture than type. The copy is as low-key as the design: "Soon in New Zayed," and nothing else besides the company name and hotline number (16392) to accompany it. No renders. No project names. Just mystery. 

Placement-wise, the campaign covers all the major roads to and through Sheikh Zayed and New Zayed, like Dahshur link, the Waslet Dahshur bridge, and the arterials bisecting the 26th of July Corridor. This is not random. The brand is leaving its stamp on an emerging satellite city, exactly where development is most active. The repetition of the billboards—no change of creative, just more of the same—also drives home the sense that something big is coming, perhaps something summery in relation to the waves, and only those who are early to notice will be the first to find out.

It's an old teaser gimmick, but done with a restraint that matches the brand's track record of stable, long-term programs. If nothing else, this campaign shows Mabany Edris knows how to let silence sell.

For more on this campaign, check out Monitoring Out of Home (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.