Mercedes-Benz is a brand that is universally recognized & trusted by millions of people. However, the automotive landscape in the UAE is a melting pot of diverse luxury vehicle brands. This caused a sense of indecisiveness in the market on which brand to choose for their private cars. The new innovative OOH ads in Dubai South is a pillar of Flick Global’s promise of offering new & better outdoor ad spaces.
The Right Messaging Delivered Through the Right OOH Ad Space
OBJECTIVE
- Highlight Mercedes-Benz’s cutting-edge innovations, including pioneering crash test technology with X-Ray, cars that learn from their drivers, and an engineered fragrance system.
- Strengthen brand perception as a leader in luxury and innovation in the UAE.
- Drive audience engagement and connect with tech-savvy and luxury-conscious consumers.
STRATEGY
Mercedes-Benz’s OOH campaign was crafted to showcase its innovative advancements while capturing attention in key urban and suburban markets.
- Targeted Placement: Premium hoardings and digital screens were strategically placed to maximize visibility, including a standout hoarding on DS – Sheikh Mohammad Bin Zayed Rd – Roundabout, sized at 75M x 12M (2 sides) in collaboration with Flick.
- Innovation-Focused Messaging: Creatives highlighted Mercedes-Benz’s pioneering technologies, emphasizing safety, personalization, and sensory luxury.
- Interactive Engagement: QR codes and digital links enabled audiences to explore these innovations in-depth, book test drives, or connect with local dealerships directly.
EXECUTION
- The DS – Sheikh Mohammad Bin Zayed Rd hoarding served as a key highlight of the campaign, showcasing visually striking designs that captured the essence of Mercedes-Benz’s technological leadership.
- Large-format displays and digital screens were installed in other high-traffic locations across Dubai, Abu Dhabi, and Sharjah.
- Contextual advertisements aligned with the luxury and tech-savvy audience, while digital elements bridged the gap between offline and online engagement.
RESULTS
- Unparalleled Visibility: The prominent hoarding on DS – Sheikh Mohammad Bin Zayed Rd and additional placements across three major UAE cities captured the attention of thousands of daily commuters and residents.
- Enhanced Brand Perception: Positioned Mercedes-Benz as a leader in safety, personalization, and sensory innovation.
- Increased Engagement: Interactive elements in the innovative OOH ads led to a measurable increase in inquiries, test drive bookings, and dealership visits, solidifying audience connection with the brand.