INSITE OOH Media Platform

Amazon is running a new OOH campaign in Dubai for their new Amazon Now fast-grocery delivery service, emphasizing orders “in minutes” and the promise of quick delivery. Running both outdoors on large-format hoardings and on digital screens, the new campaign takes a minimalist approach by boiling grocery ads down to their core selling point – speed.

The slogan of the new mobile apps campaign is the simple, yet impactful statement “Groceries delivered in ⚡ minutes,” where a lightning bolt is used instead of a number to convey urgency and near-instantaneous deliveries. The use of language is minimalistic, not mentioning any features or special offers – the emphasis is made solely on how soon orders will be completed.

In terms of design, this OOH campaign takes a very simplistic approach. Billboards feature large white areas of negative space, with typography and images of groceries standing out with commercial intensity. Such products as bananas, oranges, pastries, chocolate, and the iconic Amazon Now paper bags are sprinkled around the image in such a way as to reflect spontaneous grocery purchase situations.

It should be noted that the execution within English and Arabic is quite balanced and readable despite the need for rapid movement along the highway. By limiting the number of calls to action, the ad avoids being cluttered with app screenshots, discount code details, or logistics information and focuses on the message, which is as clear as it can get – groceries, fast.

One of the great strengths of this campaign is the extent to which its psychology revolves around instant gratification. It does not feature fancy dinners or other luxurious products but focuses entirely on the foods which everyone needs and craves at one point. This is reflected through the use of bananas, bread, pastries, and chocolate as they all symbolize something people crave right away.

In terms of media, there is heavy emphasis placed on repetition and presence. Firstly, the hoardings will attract attention through their bright contrast with the Dubai skyline. The white color of the execution makes it stand out even more as the visual context is full of buildings and other distractions. Secondly, digital screens provide enough space for the design despite longer distance from the viewer. In contrast to most other campaigns from this region which heavily rely on the use of discounts, apps, and influencer-like food pictures, the Amazon Now campaign is surprisingly mild. The strength of its branding lies in its simplicity. Very little persuading happens visually – only the idea that quick delivery is enough to attract the customer's attention.

Considering the nature of the medium, it is this restraint that makes the Amazon Now campaign successful. Simple, clean and fast-to-understand layout, focused on delivering one message in just a few seconds – just the kind of communication approach that works on Dubai's streets.

Amazon’s campaign struck Dubai’s digital screens and hoardings in the second week of May.