1000,000,000,000 EGP! That’s the record-breaking sales figure of TMG’s SouthMED project—an achievement boldly celebrated with a follow-up campaign that lives up to the hype. After the buzz created by Hollywood legend Sylvester Stallone in the previous phase, the real estate giant now welcomes football icon Thierry Henry into the spotlight, marking a new milestone: 1 trillion pounds in sales. This is a full-scale celebration campaign across multiple platforms. From striking billboards on the 6th of October Bridge and across East and West Cairo, to strong digital engagement, it’s clear that TMG has gone all in on a multichannel approach to announce the launch of Phase 2. The choice of ambassadors isn’t random. Stallone brought global cinematic charisma to the brand, representing power, ambition, and a bold vision. Now, Henry steps in with a calm confidence and unmatched global sports legacy, mirroring the serene visuals of the campaign where both stars are seen enjoying a game of golf. Together, they reflect two sides of the brand: ambition and achievement, boldness and elegance. Another headline-making feature is the 5% cashback offer, available from May 2nd to June 4th. It’s a rare move in the real estate scene, aligning with the brand’s previous push for innovation, such as launching an eCommerce platform during Phase 1, making it easier than ever to own a unit in SouthMED. With this campaign, TMG isn’t just selling property—it’s shaping a narrative of success, international appeal, and consumer-first thinking. Curious about the strategy behind SouthMED’s successful outdoor ads in Cairo & Dubai? Monitoring Out of Home (MOOH), a leading media intelligence agency, provides in-depth analysis.
