Dubai Media City: The Most Viewed Billboard in the Middle East

Real estate hub Dubai Media City created a billboard to 'photobomb' a popular TV show to increase brand awareness, promote itself as a regional media hub, attract new business, increase loyalty and maintain pricing in the United Arab Emirates.

Campaign details

Brand: Dubai Media CityBrand owner: TECOM GroupAgency: FP7 McCann DubaiMarket: United Arab Emirates, Saudi ArabiaIndustries: Property and constructionMedia channels: Outdoor, out-of-homeBudget: Up to 500k

Executive summary

Dubai Media City needed to heighten awareness and promote its brand as a regional business hub.

We discovered Dubai Media City’s plain white construction barriers were visible throughout each 50 minute episode of the popular, pan-Arab morning TV show, Sabah Al Arabiya. This meant they were probably the most-viewed construction barriers in the Middle East.

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