The Dubai Summer Surprises (DSS) , the retail festival, takes place annually during the summer months in Dubai. This year, the DSS is running from July 2nd to August 4th. To promote the event, the DSS is using billboards that advertise 1 incredible offer, 1 amazing brand, 1 day only. Following its previous campaign that was about fine dining, which highlights the diverse events held. The billboard uses scarcity tactics to create a sense of urgency and encourage people to take advantage of the deals. The limited-time offers and the fact that there is a new deal every day is likely to appeal to bargain hunters. The billboard also provides the website and dates of the event. It is unclear from the billboard exactly what kind of deals are being offered. However, the use of the word surprises suggests that the deals may be unexpected and could be for a wide variety of products. This type of campaign is likely to be effective at reaching a large number of people, as billboards are seen by many people every day. The use of bright colors and simple messaging is also likely to grab attention. Overall, the Dubai Summer Surprises billboard campaign is a well-designed way to promote the event and generate excitement among consumers. It’s worth mentioning that the campaign used the digital format to announce the event.
