INSITE OOH Media Platform

du has rolled out a new OOH campaign across highways in Dubai and Sharjah, highlighting its exclusive Fazaa mobile plans on a mix of large-format hoardings and lampposts.

Following their prior OOH appearance, this campaign, named ‘Go Gold or Platinum on us’, is built on a premium yet accessible positioning strategy providing users with free upgrades associated with the Fazaa membership program. The offer gives du customers who are Fazaa cardholders a monthly 20% discount on 12-month Power Plans, as well as up to 150 GB free, along with national and international minutes.

The telecom ad follows a pretty straightforward hierarchy, but one that’s designed for high-speed readability. The large purple gradient background immediately grounds the brand in du’s colour palette, while the bold white typography commands the left side of the hoarding with immediate clarity. The campaign keeps the messaging stripped back to a single aspirational proposition: Gold or Platinum status, “on us” — without cluttering the visual with technical details or pricing language. The emotional driver of the campaign is a family standing next to gigantic Gold and Platinum cards at the center of the billboard.

This choice moves the communication from telecommunication infrastructure to lifestyle signalling. The cards themselves turn into status symbols rather than practical tools, bolstering the plan’s connection to exclusivity, recognition and elevated access. By focusing on the family unit rather than the individual, the campaign also subtly broadens its appeal, framing the offer as something about household benefit and social belonging rather than personal luxury alone.

The bilingual delivery in English and Arabic is crisp and balanced, without the visual clutter that afflicts most regional telecom advertising. The English copy sits to the left of the hoarding and the Arabic naturally to the right allowing both audiences to absorb the message without fighting for visual dominance. In the meantime, the lamppost extensions simplify the message further to “Exclusive Fazaa plans” with the hero visual, which is a better fit for quick highway exposure.

Placement-wise, the campaign is a big winner on scale and repetition. The sheer visual presence of the large format hoarding grabs your attention and the lamppost sequence reinforces recall throughout the commute between Dubai and Sharjah, one of the UAE’s most heavily trafficked routes. The media strategy seems less about disruption and more about saturation; to make sure the campaign becomes part of the everyday visual rhythm of the road.

This approach by Du feels deliberately conservative, especially when compared to the more hyper-digital or performance-heavy telecom campaigns currently gracing the UAE billboards. Rather than touting speed claims, network superiority or aggressive offers the campaign plays on perceived status and partnership value through Fazaa’s existing cultural credibility. In this sense, the campaign is more of a lifestyle affiliation play than a traditional telecom sell.

du’s OOH advertisement landed on the UAE’s billboards via hoardings and lampposts in the first week of May.