Il Bosco City New Cairo, a place with a distinctive concept, required a special vessel to carry its message of value this Ramadan season, and since there is hardly ever any disagreement over the charm and wit of Asser Yassin; be it as an actor or even off-screen for that matter, Misr Italia Properties placed him at the center of its newest campaign for the New Cairo gem.
A comprehensive destination that bridges the gap between proximity and luxury, and promises elevation of quality across all aspects of life, Il Bosco City New Cairo delivers on its promise of a comprehensive lifestyle. For the campaign to reach its objective of raising awareness around the project’s value and USPs, it needed to provide audiences with a detailed account of what a 15-minute city offers as well as what to expect from life there. It was here that the “art of slowing down” came to crown the Ramadan campaign and elaborate on its message that at Il Bosco City New Cairo, every day brings a new life.
Tactical Teaser: Misr Italia Properties Evokes Curiosity on Ramadan Eve
Prior to its campaign launch, Asser Yassin released a miniature 10-second teaser featuring him sitting at a restaurant table and ordering the check, then asking the waiter to take his time. Naturally, the actor’s audience could tell this was an excerpt from an upcoming commercial; with absolute oblivion to the brand behind it. The teaser was released on Yassin’s Instagram account only.
Asser Yassin’s cryptic Instagram video sparked excitement among fans, and had digital media posting about their curiosity, interested in what he is suggesting by saying “take your time,” to the waiter. The very next day, comes the reveal with Misr Italia Properties and Asser Yassin releasing the full advert on their respective pages setting the campaign in motion.
Campaign Reveal -IL Bosco City New Cairo: The Art of Slowing Down
In today’s fast-paced world, we often find ourselves caught up in the rush of life. The constant hustle and bustle of city living can leave us feeling drained and overwhelmed. But what if there was a way to slow down and lead a more relaxed life, even in the midst of the city?
This year, Misr Italia Properties had one center-staged message about its project: everything is a 15-minute walk or bike ride away. away throughout the ad, we see Yassin leading a lifestyle that is not time-bound and allows for everything scheduled in his day to seamlessly coincide. The opening shot features the actor relaxingly starting his day, finishing errands, practicing hobbies, meeting friends, attending family commitments, and having a full-fledged life within the comfort of IL Bosco City New Cairo.
Throughout the ad, audiences get a look at how Asser Yassin seems to have mastered the art of enjoying the moment; despite his busy schedule, Yassin manages to find balance and tranquility through incorporating simple yet effective every-day activities in IL Bosco City New Cairo, thanks to the unparalleled closeness of life’s necessities, in a place that complements life through maximizing efficiency.
That sense of time-effectiveness and resource efficiency is essential to Il Bosco City New Cairo’s objective of being a fully sustainable project that operates in a manner that reduces residents’ carbon footprints and ensures accessibility while minimizing negative impacts on the environment through less dependency on cars.
Eliminating traffic stress, easy accessibility, vast green areas, are among the elements that connect living in a 15-minute city to having a better state of mind; throughout Ramadan, the campaign highlighted how slow living can have a positive impact on our mental health as it helps individuals pace themselves, giving them time across their 24 hours, resulting in a life characterized by better quality all around.
In our opinion, what made the advert particularly enjoyable was the subtle relay of the city’s lifestyle.
Throughout the 1-minute ad, we see the actor implicitly showcasing all the different facilities and amenities in a city carefully designed for convenience and a life less congested, where every destination is a 15-minute walk or bike ride away. Shots of a medical center, sports club, bike lanes, school, cultural center, grocery store, retail & shopping mall, entertainment hubs, and fine-dining restaurants, underscore the value the project guarantees.
But, what do the numbers say?
As you can imagine, in only a few weeks, the ad curated substantial viewership and overwhelmingly positive reactions from the developer’s audience with Instagram ranking as the highest-performing platform, followed by Facebook, YouTube, and LinkedIn.
Success Factors
There are a few winning strategies behind Asser Yassin X Misr Italia properties’ Il Bosco City New Cairo.
First and foremost, the IL Bosco City New Cairo campaign was built on a solid foundation of research and market analysis; designed to appeal to a specific target audience, the endeavor spoke to young families and professionals in search of a lifestyle that achieves the perfect balance between premium quality and convenience across the board; an overall upgrade in their quality of life.
Second, Misr Italia Properties wanted to create a sense of luxury and exclusivity, while still maintaining a family-friendly atmosphere; which was achieved through a thorough display of what the city has to offer beyond a gated community. The marketing campaign consisted of a range of different elements designed to be both visually appealing and informative, with the aim of generating interest around a one-of-a-kind project that primarily aims at improving the quality of life for residents through accessibility.
Finally, the IL Bosco City New Cairo campaign was successful because of the strong offering. Instead of selling a specific unit type or expected sets of facilities, this campaign focuses on selling the idea of a richer, more meaningful lifestyle, it gives us the impression that you can do more in just 24hrs when everything is just 15 minutes away! Yet it’s a statement for motivation and inspiration for its audience to take action and start living their best lives.
In conclusion it was a resounding success for Misr Italia Properties’ campaign thanks to the careful research, creative approach, and choice of collaboration that went into its development. It serves as an excellent example of how a well-executed marketing campaign can make a significant impact in a highly competitive industry.