Nawy has unveiled a billboard series in Cairo that's akin to a shock wave, similar to their last OOH pop-up. Scattered across city streets are the faces of Egyptian actors Mohamed Shahin and Ahmed Dawood; not as the smooth businessmen you'd expect in a real estate ad, but as über-vibrant, lab-coat-sporting scientists straight out of a sci-fi research lab. The campaign's offer is as bold as its style: Get your home in 2 days, pay later. It's a disruptive guarantee, and the approach makes sure you don't miss it. Dawood stands in the center frame, smartphone held out in front of the viewer, the Nawy app aglow with real estate listings and features. Shahin stands beside him, wide-eyed in mid-reaction, as if the deal is so enticing that he's struggling to believe it. Behind them, a blue-lit, sci-fi-themed laboratory gleams with blue hues, with the shadow of a humanoid robot looming in the background; a visual reminder that this is not about buying a mere home, it's about the future of buying a home. Typography is big, bold, and eye-catching. The first part of the offer, “Get your home in 2 days, burns in bright cyan, a color most widely linked with dependability and technology. The kicker, “Pay later, is punched in a hard orange-red, which signifies urgency and a call to action. Split-color does not just enhance visual contrast; it also symbolizes the campaign's two guarantees: speed and flexibility. From a strategic standpoint, Nawy knows exactly where it’s placing these billboards. Positioned along busy commuter arteries, the campaign intercepts its target audience (professionals, decision-makers, and upwardly mobile buyers) exactly where their attention is most primed. Add to that the gravitational pull of celebrity star power, and you’ve got a billboard that doesn’t just blend into the skyline; it pops right out of it. By pairing sci-fi theatrics with a concrete, high-impact offer, Nawy Now has sidestepped the polished-but-predictable tropes of property advertising. The result? A campaign that feels fresh, self-aware, and impossible to ignore, whether you’re in the market for a home or just stuck in traffic, wondering if you’ve accidentally driven onto a movie set. For deeper insights into this campaign, including formats, locations, budgets, and media plans, visit MOOH, the out-of-home monitoring and intelligence platform covering Cairo and Dubai.
