INSITE OOH Media Platform

Mercedes-Benz takes over the UAE with a striking and culturally symbolic outdoor promotional campaign, capturing the spirit of Ramadan. Through strategically placed billboards, Mercedes-Benz not only advertises its luxury models but also conveys the message of being exclusive, generous, and celebratory, leveraging the brand's sophistication and elegance while aligning itself with the values and essence of the holy month. 

The billboards have two distinct images that coexist in a perfect balance between luxury and tradition. The first billboard hosts a white Mercedes-Benz SUV placed upon a traditional Middle Eastern carpet, with a commanding Islamic-looking architectural backdrop where there is a crescent moon illustration. The Arabic messaging noted on the ad translates to "Your Ramadan journey awaits with exclusive offers."

The second billboard presents a black Mercedes-Benz car, similar to the prior ad, with more emphasis on the benefits of the promotion. The English and Arabic wording in both billboards is for up to AED 100,000, conveying the premium and money aspect of this campaign.

The campaign seamlessly incorporates Islamic culture into its design, incorporating the crescent moon, Middle Eastern architecture, and vintage rugs, all of which resonate with the UAE populace very intensely, especially during Ramadan. A color palette of gold, warm light, as well as the elegance of a black and white car further enhances the perception of luxury, and thereby the images become irresistibly appealing. 

In alignment with the Ramadan mood, Mercedes-Benz reinforces its reputation in the UAE and offers a desirable but achievable luxury experience to buyers through the campaign’s unipole and digital screen billboards, all brought up in the second week of March.