Emirates Islamic Takes EI+ Investment Offering to Dubai’s Bridge Screens
Emirates Islamic is on Dubai’s bridge billboards with a campaign focused on its EI+ app that positions it as a direct, digital gateway to investing in gold and silver. The rollout focuses on clarity and functionality, using large-format placements to convey a service that is both financial and immediate, seen on high-traffic highways.
The core message is delivered in one structured line: “Invest in Gold & Silver via the EI+ App. Fast. Digital. Shariah-compliant.” It’s intentionally simple, broken down into bite sized pieces that fit nicely into the short attention span of drivers on the move. The banking copy instead focuses on three key attributes – speed, accessibility and compliance – which are given equal visual importance without being overburdened with a number of benefits or stories.
The ad’s background is a dark gradient that shifts from deep navy to soft purple, following their last OOH ad. This approach anchors the ad in a broader visual language of financial services – curated, sparse and a little premium – with the opportunity for key phrases like “Gold & Silver” to pop out with a lighter or contrasting colour scheme.
There is restraint in the branding. The Emirates Islamic logo is positioned to the left in both English and Arabic, making it visible, but not overpowering the message. On the right, a simple product visualisation, typically a smartphone with the app interface and gold bars or coins, is not a hero visual but a cue. It strengthens usability: this is not an abstract investment, but something happening directly through the device in your hand.
Bilingual execution also supports reach without disturbing the flow of layout. Arabic and English lines are mirrored along the length of the billboard, keeping the hierarchy and spacing the same. The two languages seem knitted together, not divided, and the text is accessible to the two audiences.
The campaign takes up horizontal formats on bridge billboards that lend themselves naturally to longer lines of copy. Unlike vertical or static roadside units, these placements provide Emirates Islamic the opportunity to deliver a more complete message without compromising legibility. The same structured promise is subtly re-introduced through repetition across several bridges.
This campaign is more than a marketing gimmick. It is also part of a larger trend in the financial industry to move away from the abstract trust building of yesteryear and toward straightforward service-oriented messaging. Emirates Islamic unveils a tool, explains how it works and stresses immediacy.
The campaign struck Dubai’s digital screens and bridge billboards in the first week of May.
Come on, tell us what you feel about this article.
.jpg)
