INSITE OOH Media Platform

The American automotive brand  Ford has stepped back into Dubai’s DOOH scene, bringing with it strong offers for the holy month. This campaign marks a long-awaited return following their previous activation for the Bronco Raptor in May 2024.

The visuals were strategically placed on a digital screen along the high-traffic Sheikh Zayed Road, right outside the Emarat Atrium building, a prime location ensuring maximum visibility for the campaign.

The creative is built around a distinct Ramadan theme, featuring a lineup of vehicles against a desert sunset. This imagery resonates deeply with Emirati citizens, whose cultural ties to the desert span centuries, signaling a high level of cultural awareness by the brand. The copy radiates the giving spirit of the holy month; a warm “Ramadan Kareem” in Arabic typography sits at the bottom left, while the offers follow a “value-first” strategy. These include: “First down payment on us up to 20%,” “Postpone your installment for 6 months,” and a “Maintenance and warranty contract for 5 years or 100,000 km.” Together, these propositions position Ford as a serious contender for those seeking a vehicle built to last. It is also worth noting that Al Tyaer Motors was featured on the visual, adding a layer of local credibility to the visuals.

By blending high-impact DOOH placement with a deep respect for local tradition, Ford has done more than just announce offers; it has repositioned itself as a brand that understands the regional pulse. In the hyper-competitive Ramadan automotive market, where every brand is vying for attention, Ford’s combination of cultural storytelling and aggressive financial incentives makes for a compelling comeback.

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