INSITE OOH Media Platform

Stretching across wide-format billboards in Cairo, Morshedy Group’s Zahra presents sweeping, sunlit visuals of the development itself. Following their previous OOH pop-up, Zahra has chosen a different route across Egypt’s highways: proof. Massive structures carry the Morshedy Group name in stand-out typography, anchored by a confident “43 Years of Heritage” and the founding year “19086” prominently displayed. 

But it’s the lower panels that shift the tone entirely. Clear blue lagoons, finished residential blocks, landscaped walkways, and architectural details are shown as they exist, not as they might one day look. The phrase “Over 4,000 Delivered” stands at the center of the composition, accompanied by the subtle yet powerful line: “Picture From Reality.”

The real estate campaign’s magnitude is what gives it authority. For one ad, at a site where a double-stacked billboard has the corporate logo at the top and Zahra’s images on the bottom, the obvious layering is legacy, top, and delivery, bottom. At another site, a billboard’s massive display of the Morshedy Group logo, which towers above the highway like a skyscraper, has Zahra’s images of the waterfront stretching right across the bottom, as though it’s a rolling auto show.

There’s a calculated contrast at play. The top sections are minimal, almost corporate, but the bottom sections, meanwhile, open up into color and life: turquoise water, beige facades, sun-washed courtyards. Clean white backgrounds. Black serif typography. Muted green accents in the logo. It’s a visual progression from brand to product, from promise to proof.

Placed in strategic areas such as high-traffic routes and near areas of growth and development, this campaign targets a demographic well aware of the distinction between delivery and delay. By foregrounding the phrase "Over 4,000 Delivered," the campaign taps into the prevailing discourse on the value of delivery in discussions of real estate in Egypt.

The campaign leans into what has already been built. The lagoon isn’t a rendering. The units aren’t abstract. They’re photographed, tangible, inhabited spaces. By placing “Picture From Reality” front and center, Zahra positions itself in opposition to speculation. It reframes trust as its primary asset.

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