INSITE OOH Media Platform

Al Futtaim Trading Enterprises returned to Dubai’s DOOH landscape to showcase Volvo’s Ramadan offerings. This marks their return following a long period away from the Out-of-Home scene since their previous campaign from March of last year. 

The campaign went for an exclusively digital approach spanning screens across the active motorways of Dubai, with the geographical locations of the screens ensuring maximum visibility by the targeted audience. Visually, the campaign excels in transmitting the spirit of the holy month through a visually rich aesthetic that aligns perfectly with Volvo’s brand identity. The creative utilizes a sophisticated, muted color palette: heavy on soft greys serves as a refreshing, premium take on the colors. This choice ensures the cars remain the heroes of the frame, with the metallic finishes of the XC90, XC60, XC40, and the all-electric EX30 catching the light effectively on high-brightness digital screens.

The layout employs a strategic visual hierarchy designed for the high-speed commuter. By placing the AED 99,900 starting price in a clean, bold typography, Al-Futtaim addresses the "price-sensitivity" of the Ramadan market immediately, while the secondary copy—offering 0% interest and one down payment for the first five years post purchase provides the necessary value for high-intent buyers.

The most impactful design choice is the car’s composition. By lining up the four models horizontally, the campaign communicates "versatility and choice" at a single glance. It successfully bridges the gap between Volvo’s heritage (the flagship XC90) and its future (the compact EX30), positioning the brand as a leader in the UAE’s transition to electric mobility. This visual clarity and high-frequency placement ensure the message is instantly processed, marking a powerful DOOH return for Al-Futtaim Trading Enterprises.

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