INSITE OOH Media Platform

To promote the Samsung "ALL-IN TV", Etisalat by e&, the dominant telecom company in the United Arab Emirates, has launched a large-format out-of-home (OOH) campaign. With a massive bridge billboard rollout, the campaign, which is focused on the state-of-the-art Samsung AI TV and integrated app ecosystem, has taken over the skyline following their last OOH campaign. 

These enormous installations are positioned along the main thoroughfares that connect the busy centers of Dubai, Sharjah, and Ajman, guaranteeing that the brand remains at the forefront of the minds of the enormous number of daily interstate commuters.

The eye-catching red advertisements, which cover the entire width of highway overpasses, convey the clear and powerful message, "Introducing ALL-IN TV." The campaign targets budget-conscious tech enthusiasts by emphasising that Samsung's home appliances and premium app subscriptions start at AED 109 per month. 

In order to accommodate the diverse population of the United Arab Emirates, the layout makes use of an intricate bilingual hierarchy in both Arabic and English. The idea of a unified digital entertainment universe is visually anchored by the strategically placed streaming icons on the periphery, which support the "all-in-one" promise.

This story is particularly well-suited to the bridge billboard medium. With the iconic e& branding on the left, the core value proposition in the center, and the lifestyle images of the entertainment apps on the right, the story can unfold as a driver approaches thanks to the extended horizontal canvas. By simulating a driver's natural gaze, this linear design transforms a fast commute into a sequential brand experience. 

The location ensures unavoidable visibility during peak travel times by hovering over high-velocity corridors between Dubai and the Northern Emirates. For thousands of residents, the ALL-IN TV bundle has become an indispensable part of their morning and evening routine due to the brand reinforcement created by the rhythmic repetition across successive bridges.

The campaign prioritises striking clarity over minute details in terms of aesthetics. The oversized typography guarantees that the AED 109 price point—the most important conversion driver—is readable even at 100 km/h, while the signature e& crimson creates a high contrast backdrop that draws attention against the desert horizon. This "glanceable" design concept recognises that roadside advertisements have a brief window of attention.

Etisalat by e& successfully rebranded itself as a lifestyle provider rather than just a utility by combining a flagship consumer electronics product with an extensive service layer. The telecom leader uses the UAE's daily transit flow to promote its vision of a future-ready, AI-integrated home entertainment ecosystem through this extensive infrastructure-based rollout.

The campaign struck the UAE’s bridge billboards in the first week of March.