Ad of the month EGY – Talaat Moustafa Group

Leading community real estate developer in Egypt, Talaat Moustafa Group (TMG) Holding achieved the highest uplift in Ad Awareness of any brand in Egypt in May.

The Ad Awareness of the real estate giant climbed by eight points from 37% on April 20 to 44% on May 20. The uplift coincides with the group’s advertisement video on Madinaty, a compound aimed at becoming a complete city in northeast Cairo. The video attracted more than four million views on YouTube.

Advertisements for the largest real estate project ever implemented by the private sector in Egypt roped in Ragheb Alama, a celebrated Lebanese singer across the Middle East. Ragheb Alama takes you around the Madinaty project, showing viewers the way and quality of life, one gets there.

The eight-point rise in the Ad Awareness for TMG’s Madinaty ad was gradual, especially after April 23 as it gained 1% after every two to three days. The percentage of people in Egypt who saw the ad went as high as 45% in May but slid a point to settle at 44%. The brand has also seen a 2-point rise in its Impression. The percentage of people in Egypt having a positive Impression of Talaat Moustafa Group has risen from 33% on May 5 to 35% on May 26.

Methodology: YouGov BrandIndex collects data on thousands of brands every day. Talaat Moustafa Group’s Ad Awareness score is based on the question: Which of the following brands have you seen an advertisement of? Scores are based on an average daily sample size of 1,250 adults in Egypt between April 20 to May 20. Figures are based on a 4-week moving average. Learn more about BrandIndex.