INSITE OOH Media Platform

The outdoor advertising campaign for Business First Plus launched by Etisalat by e& consists of a striking OOH ad placement along bridge billboards in Dubai to leverage the busiest commuting route of the city. Featuring several digital screens in the bridge format, the campaign includes bilingual content with uncluttered design that guarantees easy readability for all motorist travelling along Sheikh Zayed Road.

The advertising campaign puts the message into focus, with headlines such as "Are you starting a new business?" that set the tone right from the beginning and introduce Business First Plus as the perfect connectivity solution for your growing business. Tailored for small to medium businesses, the mobile plan features special tiers and beenfits like up to 500 MB/day for Zoom, Microsoft Teams, emails, and more.

Following their previous OOH campaign, the simple color scheme that emphasizes the brand's iconic red color, combined with clear typography and a lot of negative space makes sure that the message stays clear even at highway speed. Life-style images are used sparingly for additional emphasis.

Furthermore, the billboard on the bridge adds even more weight to the execution as it allows the creative to be placed right where the target audience will see it on their regular commuting route. Using bilingualism is a great way to increase the effectiveness of the campaign to appeal to all sectors of the UAE population, as well as the status of the company as the countrywide telecommunications company.

Through using simple but strong communication with a premium placement, the campaign shows how business advertising can focus on clear communication rather than on fancy visuals. Going the simple route, e& uses the strategy of good placement and branding to showcase the benefits of Business First Plus services.

In the fourth week of June, the telecom campaign struck Dubai’s digital screens and bridge billboards.