Paints and coatings manufacturer Jotun recently celebrated its golden milestone – 50 years of inspiring the visual and architectural landscape in the UAE – with its ‘Jotun Paints 50th Anniversary’ campaign across the UAE.
In conversation with Campaign Middle East, Kjetil Urheim, Managing Director, Jotun UAE, said, “The campaign’s primary goal was to celebrate the brand’s half-century legacy in the UAE. The mandate highlighted Jotun’s evolution from its initial marine paint operations to becoming a leading provider of decorative and performance coatings in the region.”
Urheim added, “Key objectives included reinforcing Jotun’s market leadership, showcasing its commitment to innovation and sustainability, and strengthening emotional connections with long-term stakeholders and the broader community.”
Jotun Paints 50th Anniversary campaign rollout
The campaign was rolled out through an integrated approach, which included out-of-home billboards across the UAE. Prominent locations across Dubai featured massive front-lit hoardings at strategic points such as Al Khail Road in the Dubai Mall area, as well as on Mohammed Bin Zayed Road, and digital unipoles at Hessa Street and Umm Suqeim Street, reaching significant traffic flow.
Additionally, an extensive social media and influencer strategy witnessed participation from more than 50 influencers, resulting in approximately 100 social media posts. Prominent personalities included Mohamed Moneim, Sheen Gurib, Noor Alhajaj, and RJ Bravo.
The OOH and strategic placements ensured broad visibility, creating buzz around the landmark anniversary and capturing attention from diverse demographics across Dubai. The influencer collaborations were instrumental in generating authentic, organic content, ensuring extensive reach and engagement across varied audience segments, thus amplifying brand conversations.
The campaign also included the rollout of a comprehensive media strategy, focused on securing placements and interviews with leading local publications throughout the year.
A flagship event was hosted over two days, attracting more than 1,000 guests, including long-standing customers, partners, media, and influencers. The brand also held an exclusive press conference attended by prominent media publications such as Savoir Flair, Gulf News, Al Khaleej, and Fan Radio Network channels, among others.
“The media partnerships and interviews positioned Jotun UAE as a thought leader, reinforcing its legacy, industry leadership and commitment to the region. Meanwhile, the exclusive celebratory event provided a platform for personal interactions, storytelling and showcasing the brand’s heritage and future aspirations. These collectively supported the overarching objectives of reinforcing brand stature, celebrating milestones, and nurturing deeper connections within the UAE community,”
The event secured coverage across major broadcast channels, including Emirates News and Sama Dubai TV, as well as a full-page story on Page 3 of Gulf News, featured across print and digital.
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The campaign was brought to life by OOH agency Hikaya Middle East, event agency Whisper International, printing agency PSI Printing, Options Designs & Saturday Communications, and PR agency Ruder Finn Atteline.
Reviewing the success of the campaign
Extensive influencer collaboration played a critical role in the success of the campaign. More than 50 macro-influencers and micro-influencers participated, significantly amplifying the campaign’s visibility.
“Influencer-generated content reached a combined audience of approximately 2.7 million, creating considerable social media buzz and authentic engagement that reinforced the campaign’s celebratory message,” Urheim told Campaign Middle East.
He added, “With a total circulation of more than 2.7 million and social media circulation exceeding 1.4 million, reach and impressions were above expectations. In terms of media value, the campaign achieved a PR value exceeding $195,900, alongside significant advertising equivalency value of approximately $65,300.”
Additionally, through word-of-mouth, the brand’s event witnessed strong attendance, as well as social media mentions, and positive feedback from influencers and attendees.
Most importantly, the campaign built brand affinity and loyalty. It strengthened relationships with longstanding customers, media, influencers and industry stakeholders, as reflected in qualitative feedback and subsequent media coverage.
CREDITS:
Client: Jotun Paints
OOH agency: Hikaya Middle East
Event agency: Whisper International
Printing agency: PSI Printing,
Agencies: Options Designs and Saturday Communications
PR agency: Ruder Finn Atteline
