INSITE OOH Media Platform

In Cairo’s major roads, the new billboards by Founders Real Estate Group involve storytelling and family-like associations instead of numbers first. The brand uses storytelling and family-like associations to showcase their two developments with Hekayat and Granville.

Following their last OOH campaign, billboards are more like introductory scenes than promotional ones. The visual of Hekayat begins with a family scene, a parent and kid laughing in mid-laugh, caught in a soft, human moment, with accompanying text in Arabic that reads, “Start your story in the heart of New Cairo.”

The line doesn't sell square meters or final touches. The line sells story. The line sets the project as the setting for life, not as its subject. The literal translation of Hekayat itself, Stories, becomes an entire language system for the campaign, where the project stands as an experience for making memories, not just selling units.

Of course, this approach to storytelling follows through when considering tone. While traditional real estate ads use a command tone about booking: Book now, Limited time, Don’t miss out, this campaign uses an invitation tone. They imply beginnings, not endings. The billboards are more like the start of a book than the final page of a transaction.

On the other side of the campaign, Granville turns over a visual page, but still maintains strategic clarity. If Hekayat is emotional, then Granville is aspirational. The billboards show pristine villa facades under the line: “Fully finished & ready to move in villas.”

Here, Founders taps into a different buyer psychology; not the dreamer, but the decision-maker. The copy is clean and direct, but the framing still avoids the aggressive sales tone dominating the category. Instead of listing features ad infinitum, the message centers on readiness: the idea that life doesn’t have to wait.

The supporting financial language — “5% down payment” and “Up to 12 years installments” — is placed with care, not as the headline, but as reassurance. It supports the story rather than replacing it. In so doing, Founders positions affordability as part of the experience, not the entire experience.

Visually, both campaigns stay consistent in palette and pacing. Neutral tones, soft lighting, and realistic settings replace the extra-polished, overly-rendered fantasy worlds that dominate most real estate OOH. The people feel real as if they are residents, not some stock models acting out a lifestyle. The architecture of Granville is also handled with subtlety, bold enough to carry its own without dramatization.

What makes this real estate campaign specifically smart is the fact that it aligns with the larger brand positioning of Founders Real Estate. The company is creating an ecosystem of narratives where every project falls under a larger brand identity that takes equal precedence in both emotional and ROI-based decisions. Hekayat is talking to the families who are looking to be part of a community. Granville is talking to the people who are ready to be a part of a certain lifestyle that is about stability, luxury, and now. Two different audiences, same narrative.

To capture more information about this campaign, visit MOOH, the monitoring out-of-home intelligence data provider in Cairo & Dubai, with details regarding campaign types, kinds, locations, budgets, media plans, and more.