CAMPAIGNSRamadan 2022

Misr Italia Properties: Revolutionary Destinations Built Around You

This Ramadan we have witnessed great competition between brands; in fact, many brands stood out this Ramadan not only for of the creativity of their campaigns but also because of what they offer, each in their field, and how brands are becoming more aware of the importance of putting their customers first.

One of the sectors that stood out this season is the real estate sector, that took the advertising marathon by storm this Ramadan. Misr Italia Properties (MIP) is one of the real estate developers that launched a campaign showcasing the distinction of the brand and its unique projects across different areas; residential, coastal, commercial and hospitality.

Through its campaign, MIP is strengthening its positioning as a holistic developer that succeeded in combining both, a creative concept with a movie-like ad. starring handsome Ahmed Ezz on a journey from Milan to Cairo, and MIP’s livable projects across different segments.


Standing Out in Ramadan Is Not an Easy Mission

MIP was able to exceed everyone’s expectations by not just launching an elegant campaign but also by its great projects.

Founded in 1995, the company completed and instigated a total of 23 real estate projects between its establishment and early 2022, including those in New Cairo, the New Administrative Capital, 6th of October City, Ain Sokhna, Ras Sudr, Shorouk and 10th of Ramadan Cities. These projects include 9 residential and coastal developments, 9 commercial centers and 5 hotels.

Ever since its inception, MIP has established itself as one of the largest, most innovative, diverse, and reliable real estate developers in Egypt. Built on a philosophy of creativity and innovation, offering its clients trendsetting projects with unique concepts and designs that are unmatched in the market, all inspired by them, MIP is now recognized for its dynamic projects as it penetrated the market with a diversity of residential, coastal, commercial, and hospitality projects which gave the ad. great credibility.


MIP X Ahmed Ezz: Life Inspired by You

From the very first day of Ramadan, Misr Italia Properties chose to shine.

On the first day of Ramadan, MIP launched its ad. and in collaboration with the famous and handsome, Ahmed Ezz. MIP impressed us with an elegant advert that was the perfect introduction of international standards and Italian luxury to the Egyptian real estate market.

The advert takes the audience on a journey to showcase MIP’s diverse developments while hammering on the slogan “Life Inspired by You”, and ensuring the company remains customer centric.

Starting with residential projects as La Nuova Vista, planned by one of the most eminent architects in Egypt and the Middle East, Shehab A. Mazhar. La Nuova Vista provides lush greenery, spacious private gardens, and villas for families large and small, which include landscaping as a backdrop.


The advert then takes us to the commercial side with Garden 8, New Cairo’s first high-end lifestyle destination, offering both indoor and outdoor experiences that capture the best of the dolce vita lifestyle as it has stylish boutiques, fine dining restaurants, and artisanal bistros.

Moving on to Cairo Business Park; Egypt’s first self-sufficient business hub, fostering professional and personal growth as it offers a networking platform and a community-centric destination to realize its purpose of facilitating, connecting, and empowering success. Cairo Business Park’s architectural design also boasts a variety of futuristic office spaces designed with accelerated productivity in mind while benefitting from a full suite of select retail.

All the way from Cairo to Al-Ain El-Sokhna, MIP and Ahmed Ezz show us one of MIP’s uniquely beautiful coastal projects, Kai Sokhna.

Situated alongside the cool and calm waters of a 1-kilometer-long sandy beach with a landscape that is perfect for relaxing, exploring, and seeking adventure in nature, Kai Sokhna provides joyful experiences to its residents whether through the beach, the active water sports, or their comfortable finished homes.

Also Read Kãí Sokhna Campaign: Marketing Approach for the Sea Creatures [Case Study]

Lastly, the advert introduces us to the unique and the very first of its kind project in the Middle East and Africa, The Vertical Forest in IL BOSCO city in Egypt’s New Administrative Capital. The project blends world-class hospitality with uninterrupted nature in its 3 buildings that are covered with 4 acres of forest.


Reaching Millions of Viewers

The advert has achieved a very high number of views on both YouTube and Facebook.

On YouTube, the advert has over 2 million views while on Facebook it also has over 3 million views.

The advert also gained great coverage on almost every digital PR platform and has been ranked by some as one of the most successful Ramadan ads.

YouTube Video Views
Facebook Video Views

Partnering with the Best in Class, Each in Their Field

Stemming from the company’s belief in the importance of strategic alliances, Misr Italia Properties is always keen on joining forces with best partners, each in their field.

In master planning and design, MIP collaborated with CallisonRTKL and DMA, Stefano Boeri, Hany Saad Innovations, Alchemy, and Shehab Mazhar.

For landscape, MIP collaborated with Pure Scape, as for hospitality, the brand collaborated with Hilton Garden Inn and Hilton Hotels and Resorts and many more world-class collaborations to come.

When it comes communication and technology, MIP partnered with Honeywell and Etisalat, to provide fully integrated systems of smart and sustainable services to keep pace with digital transformation and sustainable development and communication & technology systems across all of its developments.

MIP and its partners share one goal, which is transforming MIP’s vision into a reality that enables it to reach the top.


Misr Italia Properties Presents the First Vertical Forest in the Middle East and Africa

Misr Italia Properties’ Vertical Forest brings an award-winning concept by the architect Stefano Boeri to Egypt, having won many awards including the International High-Rise Award in 2014 and the Best Tall Building Worldwide Award in 2015 by CTBUH.

The Vertical Forest will be located in IL Bosco and it is a building of a new format of architectural biodiversity, focusing not only on human beings but also on the relationship between humans and other living species.

The project will consist of three 30 by 30-meter-tall buildings, which will blend both nature and architecture as the buildings will be wrapped in thousands of green plants and trees. One of the 3 vertical buildings will have a five-star international hotel chain to host serviced apartments, while the other 2 buildings will include branded apartments for the same chain.

The Vertical Forest is planned to be an iconic landmark in the heart of the New Capital, and will have a great positive impact on the environment, where it will be able to absorb around 7 tons of carbon dioxide and produce 8 tons of oxygen every year. It will also reduce indoor and outdoor temperatures in hot climates, which in return will improve light and air quality, optimize maintenance expenses and provide a truly unique visual treat on the New Capital skyline.


MIP’s Role in the New Administrative Capital

Misr Italia Properties has been a pioneer in the New Capital with its flagship mixed-use communities, IL Bosco and Vinci.

Both compounds offer villas, twin houses, townhouses, apartments, clubs, and commercial areas. Also both, among other MIP projects, have fully integrated systems of smart and sustainable solutions to keep pace with digital transformation and sustainable development for cost-effectiveness and better quality of life for their residents.

MIP has walked its talk and became the first private real estate developer to deliver in the New Capital and will also be the first to inaugurate a first sports club there.

New Capital, the Vertical Forest is located within IL BOSCO at the heart of the Green River and right by Mohamed Bin Zayed St.

MIP, in line with the government’s strategy, is very keen on bringing life to the New Capital through several initiatives like The Galala Challenge, IL Bosco Run, and the upcoming 1st International Padel Tournament. Finally and coming very soon, Misr Italia Properties’  Vertical Forest will be the New Capital’s next landmark and an embodiment of environmental responsibility.

With all these phenomenal achievements, Misr Italia Properties stands out as one of Egypt’s leading real estate developers, always aiming to stay ahead of the ever-growing real estate market through innovative solutions & designs, by listening to its customers and getting inspired by them.

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