South Med Ad: Is success reserved for the big boys? Sbsial answers!

As the concept of marketing has changed, it is no longer about budgets or media that is the main focus of the success of advertising campaigns . Rather, the real value lies in the impact, specifically, the impact made by people, not ads.

This idea was most clearly embodied by the South Mead advertisement, which was not just an advertising campaign, but a cultural and commercial phenomenon that sparked discussions in various circles and achieved exceptional numbers.

South Med Announcement: The Largest in Egypt's History In May 2025, Talaat Moustafa Group Holding launched its promotional campaign for the second phase of its luxury tourism project, SouthMED, spanning 23 million square meters on Egypt's North Coast, near El Alamein International Airport.

The project aims to introduce a new concept for coastal housing, combining European luxury with Egyptian style, with a sandy beach, a world-class marina, golf courses, hotels and resorts, crystal lagoons, and shopping and entertainment centers.

But what was striking was not just the scale of the project, but the sheer scale of the ad itself: a campaign described as the most expensive in Egypt's history, with some stars' appearances costing millions of dollars.

However, the campaign garnered over 200 million views within a few weeks across various social media platforms , an unprecedented achievement in the Egyptian real estate market.

Celebrities in Tourism Ads: How to Achieve Massive Sales? The ad's most prominent participants were international star Sylvester Stallone, who received $5 million for his appearance. French soccer legend Thierry Henry also participated, receiving a fee of $4 million, and Stallone's daughters, who received $3 million.

Some viewed these figures critically, but others provided a more eloquent response: the group achieved sales exceeding EGP 160 billion in the same year, and the South Med project is expected to be the highest-valued project in Egyptian tourism history in terms of sales.

So, what do we get out of this experience?

The answer is simple: celebrities are not a luxury, but an effective marketing tool that leaves a quick and tangible impact on the public's mind and purchasing behavior.

Why celebrities? And why do they always succeed? When the name of a project, product, or service is associated with a celebrity, the impact of the advertisement is due not only to the quality of the content or creative style, but also to the inherited trust that this star possesses in the eyes of his or her audience. Celebrities possess qualities that are difficult to imitate:

Huge fan base: Celebrities have millions of followers across various platforms, giving any advertising campaign the opportunity to instantly reach a wide audience without having to build that audience from scratch. Follower loyalty goes beyond mere admiration: celebrities' fans don't just follow them, they trust their opinions and emulate their choices, making their recommendation of a product or project a direct emotional impact on the purchase decision. Ability to capture immediate attention: Once a famous name appears in an advertisement, the audience is automatically drawn to the content, giving the brand a golden opportunity to communicate its message without resistance. Rapid virality as soon as you post: A simple post from a celebrity can generate a wave of engagement and shares, reaching new audiences faster than any traditional medium. This is exactly what was achieved with the South Med announcement. The company put the project's name directly in the minds of millions of people inside and outside Egypt, not by explaining the details, but by associating the brand with global faces that everyone knows.

Is this type of advertising campaign only for adults? Not anymore. Some may think that hiring global celebrities requires huge budgets that only large companies can afford, and this is partly true. However, what many fail to realize is that the power of influence is not limited to global names.

Local influencers, artists, athletes, and even content creators all have circles of influence that can be more effective when they connect precisely to local markets and target audiences.

This is exactly where smart platforms like Sbsial come into play.

Sbsial: The power of celebrity at your fingertips The Sbsial app wasn't just a traditional advertising platform, but a game-changer. It offers the same core idea that made the South Mead ad successful: leveraging the influence of public figures, but in a completely different way.

So what makes you choose Sbsial? Easy access to celebrities: You don't need marketing teams or agents. Through the app, you can simply select the right celebrity and start building your campaign immediately. Variety of options ADS Request: Ask a celebrity to post an ad for your brand. Invitation Request: Send an invitation to your event for them to attend and cover it. Brand Ambassador (Ambassador Request): Choose who will be the official face of your project. Cost flexibility: Instead of spending millions, you can set a budget that works for you and choose celebrities who deliver real results without overspending. Precise Targeting: Sbsial allows you to see the type of audience that follows each celebrity, giving you the opportunity to target your message precisely and achieve better results. Sbsial is the smart version of the South Med campaign. Now, this model can be replicated for any brand through Sbsial in an actionable and smart way. Imagine you have a product on the market. Would you settle for a regular ad, or would you prefer to have an influential person followed by your target audience talk about it?

The impact a celebrity makes in 30 seconds can outperform a 5-minute TV ad.

Don't wait to become a huge brand to think like a big deal! South Mead's ad proves that true impact isn't created solely by a product, but also by its promoter. Celebrities have the ability to create an immediate emotional connection with their audience, which increases a brand's value and boosts its reach.

Today, this influence is no longer limited to adults. With Sbsial, discover your favorite celebrities and choose who will represent your brand in a style that resonates with your audience and reflects your vision.