INSITE OOH Media Platform

In the middle of the UAE’s fast-moving highways, where most billboards get only a fleeting glance from passing drivers, ZM Beauty Center’s Ramadan campaign manages to do something rare: it stops you mid-drive, not physically, but visually.

The deep purple background of the billboard immediately evokes the ambiance of the Ramadan season. Furthermore, the use of this color is luxurious, fitting well for the brand. Hanging lanterns add a glow to the design, creating a rhythm that immediately evokes the celebratory ambiance of the holy month. None of these design choices overwhelm the central message. Instead, they provide a framework for the text. The crescent moon and lantern design at the lower part of the billboard is a fitting addition to the Ramadan theme, ensuring balance is maintained throughout the design.

At the heart of this design is the most impactful visual cue for the advertising campaign. The massive display of the word “50%” discount is immediately impactful. The use of golden font for the discount immediately captures the attention of anyone viewing the billboard, especially for those speeding by along the highway. This single design element immediately conveys the value proposition of the advertising campaign. The Arabic text simply explains the offer, which is a discount for all services at half price during the holy month

Equally important is the placement of the ZM Beauty Center logo on the left side of the image. The feminine silhouette incorporated into the logo is like a visual shortcut to beauty services, allowing passersby to immediately identify the service category without having to read the text itself. The campaign is also cleverly designed to include contact information and social media handles at the bottom edge of the image as an easy call to action. 

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