Parkin, Dubai’s leading parking solutions provider, has revealed details about its latest consumer campaign, which spotlights driver-first features designed to simplify everyday mobility across Dubai.
The objective of the campaign was to reflect Parkin’s broader focus on transforming parking from a transactional utility into a seamless digital touchpoint that supports busy urban lifestyles.
Aiming to reduce queues, manual payments, and last-minute stress, the brand introduced new features on its app to reinforce how smart mobility solutions quietly improve daily routines at scale.
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Key additions on the Parkin app includes autopay at malls and multi-storey car parks, the ability to store and manage multiple car permits in one place, and the option to book tickets in advance. Each of these features aimed at removing friction from the parking experience.
The features were highlighted through an integrated campaign, which was brought to life in two phases. Phase 1 included awareness through the demonstration of the real-world benefits that consumers can only enjoy on the Parkin app.
In Phase 2, the campaign aimed to drive app downloads by expanding on each individual feature and show Dubai Drivers how to access key services on the app. Phase 1 ran for a month, while Phase 2 lasted for a month and a half.
The campaign was rolled out across out-of-home (OOH) screens, cinema advertising, radio channels, digital banners and social media posts. The campaign targeted all drivers in Dubai, including locals, expats and visiting travellers and tourists.
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It was developed by Parkin in collaboration with creative agency FP7McCANN MENAT, production house Let’s Vibe and in partnership with media agency Magna MENA.
OOH was a strong campaign platform since the brand is still in the early awareness phase. Cinema was chosen for phase 1 since it was launched in the summer and was meant as a good alternative for TV. Digital, including social, was chosen to drive engagement. Parkin also leaned into radio as a relevant medium to the brand and the offerings, targeting drivers while driving.
The success of the campaign was measured in terms of brand awareness through reach, impressions and engagement. The brand also tracked and monitored app downloads and growth in followers across its owned social media pages.
All in all, the campaign, which also involved partnerships with 14 influencers, garnered total engagement of 84,600 and reached 1.8 million people. The campaign gained 2.5 million views with an engagement rate of 4.7 per cent across 40 pieces of content.
CREDITS:
Client: Parkin
Creative agency: FP7 McCANN MENAT
Media agency: Magna MENA
Production house: Let’s Vibe
