INSITE OOH Media Platform

It takes a certain level of clarity and confidence to stand out in Dubai, where billboards don't just advertise but also compete. The newest DOOH campaign from e& and Samsung for the Galaxy S26 Ultra does just that. It cuts through the visual noise of Sheikh Zayed Road with a campaign that feels as sharp and high-performance as the phone it promotes.

Following their previous OOH ad, the telecom billboard's split design does most of the work. On one side, there is a dark, almost movie-like picture of the Galaxy S26 Ultra that is lit in a way that highlights the mobile device’s hardware and camera system. The phone is firmly rooted in the language of innovation with just a few words: "Galaxy AI" and "5.5G."

On the other hand, there is a unapologetic red panel that gives the real hook: "Switch to the Galaxy S26 Ultra starting at AED 186 per month." It's a visual difference that reflects how people make choices: desire vs. availability.  What e& does particularly well here is reposition the Ultra. as something within reach. The monthly price is the most important thing. Not hidden, not second.

This change is important in a market like the UAE, where people are both very ambitious and very aware of deals. It changes the question from: "Do I want this phone?" to: "Why wouldn't I upgrade?"

Placement is very important for making this message stronger. The campaign is meant to be seen quickly, both literally and mentally, on major highways and bridge screens all over Dubai. The strong colour blocking, bold typeface, and short copy make sure that the message gets through in seconds, even at 100 km/h. 

It fits with a city where not only is technology used, but it is also expected to be cutting-edge. Two colours. One item. One clear offer.

The campaign towered on Dubai’s digital screens in the third week of March.