We made a megacity
feel like a neighbourhood.
Always-on social, seasonal campaigns, event creative and photography for Egypt’s largest communities — Madinaty & Al Rehab.
The voice of the community — every single day.
TMG doesn’t sell apartments; it builds cities. Our job wasn’t to advertise concrete — it was to give Madinaty and Al Rehab a warm, human voice their residents actually wanted to hear: mornings, walks, safety, family, and every occasion that makes a place feel like home.
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.
TV Commercial · Madinaty · Talaat Moustafa Group
▶ 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
- 01Always-on community social
- 02Seasonal, occasion & safety campaigns
- 03Event & festival creative
- 04TV commercial (broadcast)
- 05Real-estate photography & audience study
- 06Community mascot design (study)
Through years of collaboration and so many projects… for us in Talaat Moustafa Group, Monzology is one of our top creative providers. Great job guys, thank you.
Dr. Ehab TawfeekDigital Marketing Manager · Talaat Moustafa Group