Between the noise and fleeting time, we crave a space that feels like home. With greenery and fresh surroundings, èlm Developments introduces élm Tree on West Cairo billboards, featuring the star Aya Samaha in vibrant visuals. ELM Developments positions itself as more than a seller of homes, but as a provider of a calm and sophisticated lifestyle, strategically promoting Aya Samaha, the beloved actress, to embody this vision and to emotionally connect with the target audience. Furthermore, the campaign showcases an installment plan with a “0% down payment & up to 10 years of installment”, which also appeals to rational and investment-focused buyers. These two approaches ensure both emotional appeal and practical affordability. Moreover, the out-of-home campaign carries phrases like “Live in nature” and “Invest in life”, emphasizing wellness and balance while appealing to families seeking peaceful living environments. The taglines are written in a neat and clear style, highlighting the compound’s assets. All in all, the strategy blends celebrity endorsement, nature-driven lifestyle branding, and flexible investment offers, all wrapped in a minimalist luxury aesthetic design to attract Egypt’s upper-middle-class who are searching for both emotional satisfaction and smart investment. Founded in 2024, èlm Developments is an Egyptian real estate developer specializing in residential, commercial, and mixed-use projects. The brand combines the expertise of professionals with the fresh vision of young innovators to design full-service, future-focused communities. Guided by trust, efficiency, and sustainability, its mission is to redefine modern living. Need to know more about this OOH campaign, price, location, and more? Visit and check out MOOH, the monitoring out-of-home intelligence data provider in Cairo & Dubai.
