Shawerman & Noon Food Take to the Streets With a Free Burger Offer
Drive down the streets of Sharjah in August this year, and you will see something new adorning some of the busiest roads in the emirate – an out-of-home campaign by Shawerman in collaboration with Noon Food. The simple message of the campaign: Buy a burger; get one free.
This foodservice campaign focuses on its promotion. With the purplish-blue background, huge burger images, and large typography in Arabic, the creative can be easily seen from a distance, while at the same time reinforcing the brand of Noon Food.
Bridge billboards play an important part in the campaign’s execution. In contrast with other roadside billboards that cannot span across motorists' vision completely, the bridge billboards can catch drivers’ attention as they drive past them, which helps in communicating the message much faster in seconds.
From a design standpoint, the campaign emphasizes immediacy. The dark background contrasts well with the golden brown of the burgers, while the oversized images make the food the first thing drivers notice about the ads. With “Giving Away Free Burgers” as the eye-grabbing headline in bright orange lettering, Shawerman’s mascot and the bilingual branding ensure identity recognition, but Noon Food is still legible enough to link the promotion with delivery. The UAE audience don’t have to figure out a concept; they just need to recognize an offer.
The campaign once again proves the continued usage of out-of-home marketing in the UAE food delivery industry where restaurants use commuting routes in order to communicate their limited-time promotions. In marrying a familiar value proposition with a delivery mechanism, Shawerman steers attention away from awareness to motivating action on the part of commuters.
Shawerman’s campaign maintains a uniform message that is consistently repeated, using frequency as an effective method for ensuring the message is seen repeatedly along commuters’ paths. Straightforward, clear, and unignorable, this campaign shows how one promotion can work effectively when partnered with clever creative and smart positioning.
The ad appears on Sharjah’s bridge billboards and uni-poles in the first week of August.
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