INSITE OOH Media Platform

The Land Rover Defender has long maintained a strong presence across Dubai’s OOH landscape. Building on its previous rollout, the brand returns to dominate key hoardings once more, this time aligning the Defender’s rugged capabilities with the spirit of Ramadan in a campaign that blends performance with the spirit of the holy month.

The campaign employed hoardings on high-traffic roads in Dubai, including Al Suwayeb/Al Emreef Street next to Sukoon Tower in Dubai Marina, capturing both high-volume commuter traffic and local audiences moving toward Sheikh Zayed Road. The choice of locations ensures a constant stream of viewership and also places the Defender within a premium urban context.

For the visuals, the campaign leaned into the core values of the Defender, using shots of the car navigating the desert and a water setting, highlighting the capabilities of the vehicle and also culturally connecting the car to the region’s natural terrain. Using these visuals, the defender successfully tied the car to resilience and endurance, a subtle yet intelligent nod to the values of Ramadan. The copy follows the same approach; by placing the Defender as the hero with a larger font, it successfully takes the hierarchy, followed by the Ramadan Mubarak wish right below it. 

Land Rover’s latest showcases that effective seasonal messaging does not need to overwhelm; sometimes, letting the product speak in its own powerful voice is the most compelling statement of all.

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