INSITE OOH Media Platform

Amidst the urban density of Cairo, amid the sea of competing billboards, the latest campaign of Nasdaq Development for Tabeaa Residence peels back the noise through a deeply refreshing approach hinged on greenery, stillness, and nature-first living.

Making its big entrance into the OOH scene of Egypt, real estate project Tabeaa (that translates to "nature" in Arabic) launches a full takeover of Cairo's main arterial roads. The rollout transforms the highway into what feels like a tropical corridor filled with giant foliage, exotic birds, and elegant botanical layouts.

In a market oversaturated with concrete facades and "luxury" tropes, Tabeaa Residence approaches this brief with a moodboard that is visually lush but minimal in messaging. The hand-drawn leaves, orchids, and red-yellow parrots sit against deep green backgrounds, blending into the cityscape with an intentional organic feel. Typography is light and elegant: "For People + Planet" in English and “A place that returns you to the origin of things" in Arabic. These aren't just lifestyle claims; they're invitations to reset.

From the Giza entrance up to the 6th of October and beyond, the campaign wraps metro poles, mega boards, and full-width bridges with immersive artwork that draws inspiration from and emphasizes nature's quiet authority. Strategic repetition of the brand's core slogan, "We Are From Nature," builds a consistent identity, while the clean white bottom banner with call-to-action "17611" and NASDAQ's logo grounds the entire campaign with functional recall.

The standout execution lies in the billboard sequencing: on one side of the bridge, drivers are greeted with the soft aesthetic of wild greenery, and on the other, a more earthy call-to-reflection appears; “It's not just greenery, it's a whole new dimension to life”. Tabeaa positions itself as a reconnection. It’s sold as an ecological philosophy. Nasdaq Urban Development seems to tap into an increasing share of conscious consumers who seek balance over bling, planet-positive living over premium pricing. 

To get more information about the real estate campaign and other campaigns, visit Monitoring Out of Home (MOOH), the region's dedicated media intelligence platform in Cairo and Dubai, where you can view exclusive information like campaign type, format, and location breakdowns.