Oasis Mall Dubai has landed on Dubai’s DOOH screens with an exciting prize proposition, occurring from July 30th to September 14. The shopping mall’s campaign and its digital screen execution is bold and unmistakably designed to catch the attention of drivers along Dubai’s bustling highways. Previously, the mall’s branch in Sharjah has also popped up on the UAE’s OOH. A deep violet backdrop immediately sets the tone, creating strong contrast for the campaign’s hero element; a striking shopping bag icon in bright orange, emblazoned with Arabic copy. Flanking the middle tableau are three sleek cars, photographed from kinetic angles that create the suggestion of speed and drive: two emerald green and midnight blue crossovers, flanking a sleek silver sedan in the middle. The left features crisp white English copy, “Shop for AED 250 to Win 3 Dazzling Cars!”, replicated on the right in Arabic. Below, a tidy string of logos (Centrepoint, Max, Home Centre, etc.) backs the retail alliance power behind the campaign and shops inside the mall. The cars' metallic hues cut against the purple, denoting the prize physically from the message and sparking an instant aspirational pull. The ad’s call-to-action is refreshingly simple: spend AED 250 and enter to win. There’s no fine print overload, the visual hierarchy is clean, ensuring the key message lands even for drivers passing at speed. The dual-language execution is balanced and culturally attuned, a necessity for Dubai’s diverse audience. Psychologically, the campaign appeals to two powerful drivers: reward and urgency. The visual volume of the automobiles evokes the luxury of the reward, but the shopping bag icon grounds back into the ordinary act of spending at Oasis Mall. It bridges aspirational luxury with commodified consumer practice, it positions the mall in both retail hub and life-altering reward. The location, a high-visibility stretch of Dubai’s major highway, is perfectly chosen. It targets a captive audience of daily commuters, weekend shoppers heading to malls, and tourists navigating the city. In this context, the campaign’s car imagery resonates even more, speaking directly to drivers in their natural environment. The clean lines of the digital screen ensure the ad holds attention without distraction. The campaign hit Dubai’s digital screens in the first week of August.
