INSITE OOH Media Platform

GJ Properties brings Barajeel Towers to the roadside with a campaign that prioritizes clarity, scale, and immediate understanding. 

The billboard positions Barajeel Towers in a warm daylight setting, enabling the towers to communicate through their façade, arches, and proportions before any word is spoken. Palm trees are planted on either side of the towers, establishing a lifestyle instead of a commercial transaction.  

On one hand, the monetary and comforting ad copy notes “5% down payment, 0% interest, 7-year pay scheme.” On the other hand, prices of “Starting 709,900” are boldly advertised in a manner in which there’s no room for questions, which is crucial in property advertising where questions begin with prices. A black background also prevents the numbers being projected too quickly.

In counterpoint to these lifestyle images, the visuals for lifestyle take over with intricate illustration of the architectural structure, encouraging the beholder to envision arrival, entrance, and stay. In a deliberate juxtaposition between aspiration and information, GJ Properties gives each set of visuals the space to breathe. Placement of the branding is also carefully executed, with confident positioning of the GJ Properties logo, along with the brand name Barajeel Towers, both not to overshadow the visuals. 

The new campaign took off on UAE’s hoarding billboards in the fourth week of December.