INSITE OOH Media Platform

As Ramadan commences and UAE’s highways glow with seasonal promotions, Etisalat by e& takes over prominent billboards across Dubai with a bold outdoor campaign announcing its Ramadan Freedom plans, using striking red visuals and clear messaging to spotlight discounts of up to 50% on selected Freedom plans.

Following their prior appearance, the new campaign immediately draws the eye through the deep red that fills the background of the billboard, a color that is immediately associated with promotion but is also warm enough to be associated with the celebrations of the holy month of Ramadan. A small hint of the crescent moon and other design elements have been subtly included in the design, providing hints of Ramadan without overpowering the message.

The central part of the design is the campaign message, which reads “Up to 50% off on selected Freedom plans.” It is large, clear, and easily read from a distance, which is critical. Rather than overwhelming the space with other details, the design has left the message of the promotion to speak for itself.

Human presence is another factor that plays an important role in the visual storytelling of the ad, hosting an image of a figure at the edge of every frame, looking out at the viewer with an optimistic expression. Instead of using the billboard ad for the typical telecom product promotion, Etisalat by e& uses the image of aspiration and relatability, thereby subtly reinforcing the promise of the Freedom plans. 

Etisalat by e& has focused on a single strong offer; the visuals are clear and concise, displayed on the UAE’s bridge billboards and digital screens within the first week of March.

The ad is successful because it is what an outdoor ad is supposed to do: catch the eye immediately and leave an impression that stays with the viewer long after they have driven past it.