INSITE OOH Media Platform

Placing a floral brand above a busy highway has a poetic quality. Flowers don't last forever, and time is of the essence. This is where BloomingBox comes in, with a new OOH campaign in the city of Dubai, following up on their previous appearance. That urgency is subtly reflected in the campaign, especially around the month of love and Valentine's: act now, say it now, send it now.

BloomingBox serves as a gateway to a world of gourmet treats and floral wonders. A kaleidoscope of hues and aromas greets you as soon as you enter this virtual world, and each click takes you further into a sensory experience. BloomingBox is fundamentally a flower lover's paradise, from floral arrangements and bouquets to endearing centrepieces.

The highways in Dubai are rarely subtle. At 100 km/h, they flash luxury, urgency, launches, and temporary deals. However, BloomingBox took a different tack for their shopping experience. The floral and gifting app platform, which spans bridge billboards, chose to be minimalistic. It features a sleek, nearly cinematic black canvas with the words "say it with BLOOMINGBOX" on one side and its Arabic equivalent on the other. Simply a silent command that lands precisely where it should.

Located on a major arterial road in Dubai, the heavy lifting is done by the bridge format. This horizontal space, which is suspended between exits and destinations, captures drivers in the middle of their journey, unlike static roadside billboards. The creative embraces that period of change. It plants an idea rather than shouting out a product. BloomingBox is the perfect medium for expressing love, regret, thankfulness, or celebration.

BloomingBox's positioning as a mobile-first gifting portal makes this OOH push particularly pertinent. The bridge billboard serves as a layer of reminders, strengthening brand recall rather than providing information about the service. Awareness is money in the app economy. If you already have the brand name in your mental folder for "last-minute gifts," you don't need to explain the bouquet. This format functions as a trigger: approaching birthday? Forgotten the anniversary? "BloomingBox, say it."

The campaign landed on Dubai’s bridge billboards in the second week of February.