As the advertising landscape continues to evolve, out-of-home (OOH) advertising remains a powerful medium, especially in the dynamic market of the UAE. The longevity of an OOH campaign is an important factor to consider while working with a client.
Effective Branding & Digital Agency, a Sharjah-based creative agency, has been designing impactful OOH campaigns that resonate with diverse audiences for nearly two decades. Campaign Middle East spoke to members of their team to understand what goes into designing a large-scale, high-impact creative that is sure to catch the eye of passers by.
“To create impactful campaigns, it is essential to understand the target audience, research demographics, preferences, and behavior,” said Mazen Alsadat, CEO of Effective Branding & Digital Agency.
Alsadat explained that strategising longevity is a big part of conceptualising OOH creatives that will “capture the audience’s attention.”
Alsadat further added, “Ensuring uniform branding further enhances the effectiveness of marketing campaigns.”
“Engaging content and interactive elements also plays a major role in capturing and maintaining audience interest,” he said.
Finally, conducting a thorough analysis of campaigns offers valuable insights for fine-tuning creative routes, Alsadat explained.
“Utilising data-driven evaluations also helps us to work out successful campaigns built upon strategy, audience, creativity and response,” he said.
The campaign has been prominently displayed across Sharjah on hoardings, unipoles, lampposts, mupis and bridge banners. “We have recently extended the campaign to Dubai as well,” said Abraham Binu Thomas, Account Director, Effective Branding & Digital Agency.
“The campaign has generated significant impact and response over the last nine months,” Thomas said. While designing the campaign’s execution, Thomas said the agency faced rounds of tough decision-making.
“Our team has faced significant challenges in finding the right balance between brand positioning and tactical objectives since we are engaging with a diverse demographic,” Thomas explained.
“It had become evident that a short-term outdoor campaign at a limited number of locations would not be enough to achieve the brand’s objectives and a top-of-mind recall for its offerings.
Therefore, a strategic decision was made to adopt an expansive approach in terms of reach and longevity.”
According to Thomas, this allowed the creative freedom to consistently focus on branding and tactical objectives, rather than going for a short-lived burst that may go unnoticed.
“By going big, we’ve been able to make a lasting impact and effectively connect with the audience over the last nine months,” he said.
