Etisalat by e& just released a new promotional OOH campaign to announce higher reward Smiles points for Wasel Flexi’s new subscribers and existing customers. The telecommunication mogul’s campaign is displayed using digital screens and bridge billboards to target different age demography of the audience. Moreover, the campaign’s geo-distribution was on point as the billboards are placed on busy roads, highways, and suburbs to guarantee that all the passersby including all the classes know about the offer. The campaign is about the Wasel Flexi plans as Etisalat decided to replenish their customers with more perks such as extra GBs and reward points a.k.a Smiles Points. The campaign’s copy is in Arabic, this approach may limit the campaign's reach to non-Arabic speaking audiences or those who cannot understand the language. However, since Arabic is the official language of the UAE and the majority of the population speaks Arabic, using only Arabic in the campaign may be an effective strategy to reach the target audience. The call to action is obvious in the copy as it translates into “Subscribe or renew your subscription and get perks reaches to…” and then the campaign counts the perks such as 8 GB or 3400 Smiles Points. The choice of young models was brilliant as Etisalat is promoting this low-end product that’s popular amongst the young segment, this approach can help the campaign to establish a connection with the audience and make the product more appealing to them. Additionally, if the product being promoted is low-end and popular among the youth segment, using young models can help to reinforce the message that the product is trendy and relevant to the target audience. It’s worth mentioning that the previous campaign was back in June to promote their internet 5G Fibre network.
