INSITE OOH Media Platform

Dubai Islamic Bank (DIB) is embracing clarity, scale, and immediate value with its latest out-of-home advertising campaign in Dubai, focusing on a simple and attention-grabbing message: Win up to 10kg of gold. Launched through large-format hoardings and bridge billboards installed along busy roads, the banking campaign uses OOH exactly the way it should be used; big, bold, and impossible to ignore.

In terms of design, the billboards are simple and to the point, following their last OOH appearance. A neutral background allows the gold bars, which are depicted in exaggerated and almost radiant form, to take immediate prominence and convey value even before the headline is read. The bilingual format (Arabic and English) ensures that the message reaches the entire population of Dubai, while the headline remains deliberately straightforward. There is no need for any complex narrative or metaphorical interpretation here; the message is direct, assertive, and based on actual value.

The placement of the campaign is also critical to its success. By installing the billboards on bridges and along the roadside, DIB ensures that the message is placed right in the commuters’ way. These formats are attention-grabbing simply because of their size, making the message not only desirable but also believable, as it is reinforced through a single impact moment. 

What’s most impressive, however, is how this campaign fits into the overall brand positioning of DIB. Gold, as a symbol, has cultural significance in the region; it represents stability, worth, and security. What DIB does with this campaign is position itself within a familiar financial framework, one that is inherently consistent with Islamic banking values.

The campaign landed on Dubai’s hoardings and bridge billboards in the fourth week of December.