fbpx
AdvertisingCreativeDigitalFeaturedMarketingMediaNews

Mubashir blurs ‘phygital’ lines to offer Oman SMEs free, premium ad space

The cross-channel campaign saw more than 5,000 people voting for their favourite SMEs, which in turn went a step further by collaborating with influencers, to win two weeks of premium, ad space on Mubashir's DOOH network.

Mubashir, a prominent player in Oman’s digital outdoor advertising space, has blurred the lines between physical and digital by offering SMEs in the nation the opportunity to benefit from two weeks of premium, advertising space on its digital-out-of-home (DOOH) network for free by participating in an interactive contest. 

The cross-channel campaign aimed to support small businesses, while also igniting community engagement across platforms through a gamified contest.

The campaign invited people residing and working in Oman to vote for their favourite local businesses through an interactive contest. QR codes displayed across 184 strategically located OOH screens provided a bridge between physical and digital realms. Participants could easily access the contest online by scanning the code.

The premise was simple yet powerful: the SMEs with the highest votes would win two weeks of premium advertising space on the Mubashir DOOH network.  The contest was officially announced at COMEX, one of the top expos in Oman, garnering additional attention and establishing its prominence in the region.

Jyotsna Tharakan, Senior Marketing Manager at Mubashir, explained, “The campaign leveraged the combined power of DOOH and social media to maximise visibility and participation. The multi-platform strategy also ensured that both SMEs and their supporters could engage in the contest through their preferred channels, creating a unified campaign experience that resonated widely.”

Ripple effect of creativity

What set this campaign apart was how participating SMEs harnessed their creativity to rally votes.

Tharakan added, “The response was overwhelming, with more than 5,000 comments pouring in as contest entries. Few businesses went a step further by collaborating with influencers and launching their own mini-contests to mobilise their audiences.”

These organic spin-offs amplified the reach of Mubashir’s campaign, demonstrating the power of community-driven marketing. The approach not only boosted their visibility but also highlighted the potential of integrating other types of marketing within a broader advertising framework.

Celebrating success with Mubashir

The winners, Travels 1929 and Dimaniyat Cafe, exemplified how the SMEs leveraged creative tactics to stand out in competitive campaigns.

Travels 1929 showcased the power of visually captivating content with an ad that opened with real-time weather challenges that people face, clearly displayed branding, dynamic transitions between travel destinations, and a compelling call to action to travel with them and be fresh. 

Dimaniyat Cafe effectively utilised DOOH by creating an ad that features a relaxing coastal scene, with a yacht anchored on the beach, a large coffee cup creatively placed on the deck, and a turtle slowly swimming past. The visuals captured the serene and laid-back vibe of the beach, connecting the relaxing atmosphere to their specialty coffee offerings.

“These examples demonstrated the immense potential for small businesses to utilise creative advertising in DOOH platforms to amplify visibility and connect deeply with their target audiences. By blending visually engaging content, clear messaging, and community-oriented branding, businesses can ensure their message stands out and resonates in bustling environments,” Tharakan said,

Mubashir campaign with impact

By blending creativity, community engagement and cross-platform integration, Mubashir’s campaign showcased the potential of DOOH to drive meaningful results for SMEs.

Beyond the free advertising, the campaign fostered a spirit of collaboration and innovation among Omani businesses, proving that impactful campaigns are about more than just visibility — they’re about creating connections that matter.