The luxury hospitality and lifestyle group Sodic has officially spiced up Egypt's real estate sector with a streamlined out-of-home campaign that introduces Nobu Residences North Coast at Ogami. The campaign positions Nobu Branded Residences Ogami not just as a hospitality player, but also as a lifestyle-branded real estate developer of international luxury living in Egypt, following their last campaign. The campaign visuals are subtly aspirational, similar to Nobu's universal design. Set against a crisp white backdrop and crisp typography, and surrounded by upscale lifestyle photography (a woman lounging in the sun, and serene poolside scenes), the design expresses muted exclusivity rather than brassy extravagance. The ad taps into mood-based imagery that emphasizes wellness, serenity, and refinement, in keeping with Nobu's global DNA of balancing hospitality, design, and luxury living. The copy, “Be among the first to experience Nobu branded villas, and “NOBU North Coast The World Of NOBU Now On Your Shore” are intentionally simple but urgent, appealing to early adopters and Egyptian investors in the developing branded residence segment. Use of the Ogami name guarantees market localization without losing Nobu mystique. Placement is one of the campaign's major strengths. The OOH is selectively introduced in high-visibility, high-traffic gateways: Cairo–Alexandria Desert Road and Cairo-Alexandria Toll Gates, high-end residential campaigns frequently employ this corridor to target Egyptians' luxury-loving audience traveling between Cairo and the North Coast. This route is heavily traveled by the very same target audience Nobu is pursuing: vacation homeowners, investors, and upper-class families traveling to Sahel. Within Cairo, Nobu also exists within the city, making it visible to the capital's high-end audience. This supports the project's year-round appeal, as opposed to just its summertime appeal. This two-pronged placement approach guarantees Nobu is noticed both at the point of aspiration (North Coast commutes) and the point of purchase (everyday life in Cairo). 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.
