Drive anywhere in Dubai and you’ll spot him. Alfred, the round-glassed mascot of InsuranceMarket.ae, has multiplied across the city since August 9, 2024. From bridges to building wraps, his grin has turned the morning commute into a reminder of where to go for insurance, and there’s no missing him. For the billboards, the visuals lean heavily on InsuranceMarket.ae’s trademark orange and blue, keeping the message clear and instantly recognizable. Alfred shows up in different outfits, each signaling the brand’s wide scope of services: car, health, travel, home, life, and business. Text is kept simple and straight to the point: “Call 800 Alfred” and “InsuranceMarket.ae”, making sure the campaign does what it needs to at highway speed. The creative direction banks on familiarity and saturation. Alfred isn’t just a mascot; he’s become a shorthand for the brand itself. By repeating him across formats, from giant rooftop billboards to column wraps. The campaign doesn’t chase subtlety. It bets on ubiquity and memorability, ensuring Alfred feels like a fixture of Dubai’s cityscape. The billboards for the campaign have been spotted since the first week of September across multiple formats, including uni-poles, hoardings, bridge billboards, wall wrapping, bridge pillars, and lampposts, covering Dubai, Sharjah, and Ajman.
