Taqeef is one of the most dominating companies in the air conditioning market in the middle east started in 1972. The company’s goal is to develop new technologies to cool down the weather by considering climate change and finding solutions to deal with global warming. In the last week of December, Taqeef started a new outdoor advertising campaign promoting their latest Midea air conditioners with a VRF system. Variable Refrigerant Flow (VRF) is a system that offers different and cost-effective and sustainable air conditioning solutions. It’s worth noting that Midea is the world's largest manufacturer of major electrical appliances with a mission to create solutions that help you enjoy your life at home. The outdoor advertising campaign is simple yet informative. It features the product they’re promoting besides the tagline of the campaign “Proudly Cooling the UAE” and a photo of the Khalifah Tower in Dubai. As we all know, UAE and the Gulf countries, in general, are so hot in weather which shows how effective the air conditioner is when it worked well in very extremely hot countries. Also, the billboard campaign came in different OOH sizes such as hoarding, digital screens, and bridge billboards; which makes the ad campaign catchy to as many people as possible. Moreover, the campaign has been spotted on more than one major road, which indicates a Geo-distribution that targets a broad audience and therefore introduces the product to a newer demographic. The ad has taken off in Dubai in the last week of December.
