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posted on Jul. 09, 2024 at 5:16 pmJul 9, 2024

BackLite reveals strategy behind slick Jimmy Choo campaign

posted on Jul. 09, 2024 at 5:16 pmJul 9, 2024

With web browsers and apps blocking cookies, ad spend is shifting to DOOH more quickly than expected, BackLite CEO James Bicknell said.

BackLite Media has shared the “strategy behind the story” of Jimmy Choo’s summer campaign, promoting its summer eyewear collection.

The campaign, which ran for nearly a month from June to July 2024, leveraged high-impact advertising spaces within BackLite’s Digital Icons network. It explicitly targeted screens near Downtown Dubai en route to Dubai Mall and Umm Suqeim Road, making it an effective drive-to-store campaign for the brand.

“These locations were selected for their visibility, effectively capturing the attention of Jimmy Choo’s target demographic, affluent shoppers, and reaching millions of passersby,” James Bicknell, CEO of BackLite Media, told Campaign Middle East.

With the cap

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Tags:Advertising Backlite BackLite Media BackLiteMedia billboards CEO Backlite Media Digital Out-of-Home (DOOH)DOOH DOOH advertising hoardings James Bicknell marketing

the authorAnup Oommen

Anup Oommen is the Editor of Campaign Middle East at Motivate Media Group, a well-reputed moderator, and a multiple award-winning journalist with more than 15 years of experience at some of the most reputable and credible global news organisations, including Reuters, CNN, and Motivate Media Group. As the Editor of Campaign Middle East, Anup heads market-leading coverage of advertising, media, marketing, PR, events and experiential, digital, the wider creative industries, and more, through the brand’s digital, print, events, directories, podcast and video verticals. As such he’s a key stakeholder in the Campaign Global brand, the world’s leading authority for the advertising, marketing and media industries, which was first published in the UK in 1968.