01The brief

Reach hundreds of thousands of residents across two of the region’s largest developments — and make each of them feel personally spoken to. Not a sales feed. A community that lives online the way it lives on the ground.

Real estate shouts in square metres.
We spoke in mornings, walks and belonging.

02A year in the community

A rolling calendar of everyday life — fitness mornings, quiet walks, family weekends, community services and every occasion that matters — designed so a giant development feels personal, one post at a time.

03Reassurance, when it mattered most

When 2020 changed everything, safety became the message. We turned protocols into calm, human reassurance — sanitised amenities, smart-city security, medical centres and clinics — so residents felt looked after, never locked down.

Good crisis communication isn’t louder.
It’s calmer.

04When the feed became a place

Madinaty Central Park’s Spring & Holi festival — event creative that didn’t just announce a date, it made people want to be there.

05On air — the city on screen

The community story didn’t stop at the feed. It went to broadcast — the Madinaty TV commercial, putting the city on screen at national scale.

▶ Plays the official film on YouTube — Talaat Moustafa Group channel.

06Turning a payment plan into a headline

Even the commercial message got the community treatment: TMG’s 10-year Smart Pay plan, built as social-first creative that sells without shouting.

07We didn’t guess. We studied.

Behind the warmth sat real analysis. This is the actual potential-customer study from TMG’s Digital Marketing Department — 1,611 leads profiled and tracked across a full Nov–Dec 2019 window through electronic ads and social.

Source: TMG Digital Marketing Department — potential-customer study, Nov–Dec 2019 (pages shown below). Figures read directly from the client report.

The hardest finding: the funnel wasn’t leaking at the top.
It was leaking at follow-up.

08The next chapter — a community mascot

Real estate has mascots for visits. We proposed something no regional developer has done: a mascot built for daily community life — a character residents feel they already know. This is the study & planning behind him.

Not a character people visit.
A character people live with.

One identity, three visual forms — from an iconic cartoon build to a cinematic realistic render — so the same character scales from a sticker to a screen.

He wasn’t just drawn; he was designed. Every choice — proportions, hair, eyes, wardrobe, even his coffee, fragrance and ride — traces back to real resident behaviour, so he reads as a neighbour, not a logo.

◈  Study & planning — the story just started