The classic Swiss RADO, also considered a pioneering watchmaker, climbs up UAE's OOH scene, endorsed by its official distributor Rivoli Group, and spiking billboards with a broad outdoor media plan, showcasing some of its signature timepieces. RADO Switzerland's last appearance on UAE's outdoor advertising arena was back in July 2020, also using the main motto and ad copy FEEL IT, raising awareness and building up the desire in luxurious fashion consumers, regarding the previous model for RADO's finest men’s watch, the Captain Cook. The brand has been continuously attempting its all-time desired brand positioning; Master of Materials with an innovation to FEEL IT and engage with the target audience through OOH media. The advert showcases the 2021 Captain Cook High-Tech Ceramic male watch which gives potential consumers a sense of hope and reinvention since it is the culmination of many years of research and development with the history and tradition of the RADO Captain Cook. RADO reflects its DNA in its purest form featuring some of the brand's most stellar achievements such as RADO's innovative high-tech ceramic case construction, scratch-resistant and hypoallergenic ceramic with automatic movement. The watch also includes a hairspring which provides a unique benefit, protecting the timepiece from magnetic fields. The ad visual demonstrates RIVOLI's logo and its official slogan Hour Choice as well, encouraging people to shop for the Captain Cook High-Tech Ceramic watch. The visuals use green landscape backgrounds, as green is a color that can evoke powerful emotions and is a dominant presence in nature that makes audiences think of growth, renewal, refreshment, and security. The OOH campaign is a relatively new one that was published during the second week of September and distributed across limited spots across Dubai and Sharjah.
