INSITE OOH Media Platform

The UAE’s roads are crowded with real estate advertising that tries to do too much at once. Towers float in the sky, taglines chase “the future,” and visuals compete for attention at 100 km/h. Against that backdrop, Tarrad Development’s new OOH campaign feels almost stubborn in its simplicity.

Following their previous OOH campaign, these real estate billboards do not reveal much. Only: a name, a project render, and the line “Beyond Luxury.” They also add a call to action, AKA a phone number. Tarrad Development appears again and again across major routes in the UAE (long-format hoardings, clean layouts, consistent color palettes), doing the same thing every time: making sure you remember the name.

There’s no effort to describe what your life might be like in the tower. They eschew the visionary sequences featuring families on the balcony or lovers gazing at the sunset for architectural visuals shown with no flair. Straight and centered, they are here to proclaim: this is what exists, what we have to offer, and we know you’ll be intrigued. 

The very repetition in Tarrad’s branding is an expression of confidence over persuasion. It does not appear to be as bothered with convincing new homebuyers as it is with seeding its name into the collective consciousness of the daily commute crowd.

The bilingual execution further cements this intention. English and Arabic languages come side by side, emphasizing legitimacy over objectivity. This campaign is more about positioning than outreach.

These billboards are placed on busy highways and roads all over Dubai, Sharjah and Ajman, on locations where one would not stop and read advertisements, but rather the repetition of design takes its toll with time. You do not interact with a billboard in a single glimpse, this message is intended to be being digested over weeks.

The campaign was released in the fourth week of December on the UAE’s hoardings, uni-poles, and digital screens.