INSITE OOH Media Platform

On Cairo’s highways, Cleopatra Hospitals Group leans into one simple emotional message: peace of mind. Rather than doctors in lab coats, dramatic patient stories, or emergency language, Cleopatra Hospitals opted for just the building itself, presented as a space of stability, structure, and quiet competence.

Following their last OOH appearance, the healthcare visuals are almost disarmingly calm. Clean architectural renders of Cleopatra Hospital Al-Tagamo’ against open skies, framed by minimal copy and a restrained blue palette. 

Healthcare advertising has reached a fever pitch (fast diagnoses, instant solutions, miracle claims), Cleopatra flips the emotional script. The headline “Expertise that gives you peace of mind” puts health care less at crisis management and more at emotional reassurance. It's less about fixing and more about holding. 

What interestingly works is how scale plays in the campaign. These are not one-off placements. The repetition of the same visual across long highway stretches turns the hospital into a landmark rather than an ad. You don't just see it once; you keep seeing it, like a constant background presence in the city's visual landscape. Over time, the brand stops feeling like a service and starts feeling like infrastructure-something permanent, dependable, almost inevitable.

Then there’s an aspirational element in the architecture. The architecture of the hospital is depicted akin to that of an elite property development; glass fronts, clean lines, palms, space, and that look sells an idea of the environment of recovery.

The hotline phone number (19668) is prominent but never menacing. It does not interrupt the visual. It blends with it. The word "coming soon” itself has a sense of gentle subtlety rather than acute excitement or emphasis.

From an OOH perspective in general, Cleopatra’s campaign also highlights a trend within certain sectors in terms of branding themselves in Egypt. There’s a real move within real estate and private education and now within the sector of healthcare, towards using emotional language: “safety,” “comfort,” “belonging,” and even “trust.” The brand is no longer just a service but a feeling.

What Cleopatra understands and does well here is that healthcare means far more than just treatment when it comes to Egypt. It means managing fears. It means finding a way to reassure people that even when things are uncertain and vulnerable, they will not be lost. 

Check out Monitoring Out of Home (MOOH), a specialist media intelligence agency and analysis system active in Cairo & Dubai, to learn more about this campaign.