INSITE OOH Media Platform

Geely’s latest OOH rollout in Dubai brings together the Geely Coolray and Geely Monjaro under a single, highly legible proposition: free fuel for one year! This marks the follow-up to their previous campaign from February, which highlighted the EX5 EM-i. 

Moving on from its previous campaign strategy, which focused on fuel range for the EX5 EM i, Geely shifted away from spec-led communication toward ownership experience. The brand now targets fuel anxiety in a high-driving city, positioning itself as a practical solution within a high-frequency usage environment. 

The pairing of the Coolray and Monjorno is deliberate. The Coolray operates as the visibility driver, compact, sporty, and already aligned with younger, urban audiences navigating Dubai’s dense road networks. In contrast, the Monjaro, Geely’s Flagship vehicle, introduces scale and presence, extending Geely’s reach into a more premium, family-oriented space.

AGMC’s value-led propositions for Geely didn't end at the free fuel for one year proposition; a buy now and pay in 6 months proposition could also be seen as a part of the execution. which was wrapped up by announcing that these offers were only valid until the end of April, combining the values provided with a clear fear of missing out strategy. By linking distinct audience entry points under one usage-based incentive, Geely moves beyond price-led positioning into a more nuanced territory, where value is defined not at the point of purchase, but across the driving lifestyle.

The campaign rolled out across hoardings and unipoles in Dubai during the third week of April.