INSITE OOH Media Platform

Dubai's streets are glowing a little brighter this season as Emax, one of the region's leading electronics retailers, took over the city's OOH landscape. Emax has launched a high-impact visual campaign that positions the flagship iPhone 17 Pro front and center, ensuring that the latest from Apple is impossible to miss for residents and commuters alike. This comes in following their previous rollout from October of 2024, which featured the iPhone 16 Pro.

The campaign visuals came to life at Ibn Battuta along Sheikh Zayed Road, leveraging the motorway's heavy traffic activity to maximize visibility and sustained audience exposure. In terms of creative direction, the campaign demonstrated a clear understanding of personification and inclusivity in tech marketing. Rather than relying solely on sleek, industrial product shots typical of smartphone advertising, Emax opted for a more relatable and whimsical approach. By featuring a vibrant Apple Memoji set against a starlit backdrop, the campaign aligns seamlessly with the “Light up the season” tagline. 

The value proposition, positioned on the right side of the billboard, clearly communicated a competitive AED 191 per month installment plan over 24 months, reframing the iPhone 17 Pro as attainable rather than purely aspirational. The inclusion of Emirates NBD and Emirates Islamic further reinforces credibility, grounding the offer in a sense of regional trust and financial familiarity. Emax successfully bridged the gap between desire and affordability, using OOH to transform the iPhone 17 Pro from distant luxury into immediate, actionable intent.

The campaign launched on Dubai’s hoarding billboards during the fourth week of March.