InsuranceMarket.ae has launched a massive marketing campaign across the UAE, and if you’ve travelled anywhere across Dubai over the past week or two you probably have seen a part of this campaign already.
The full-fledged integrated campaign was rolled out across multi-channel touchpoints, including:
- Out-of-home (OOH): More than 1,200 faces across the UAE, including unipoles, hoardings, rooftop signage, lamp posts, bridge banners, wall wraps, flags and the iconic InsuranceMarket.ae Metro Station in Dubai, fully rebranded inside and outside.
- Television: A TV commercial aired during the Asia Cup streaming on STARZPLAY, ensuring mass viewership.
- Radio: Spots and interactive ARN competitions, where listeners engaged with Alfred’s new voice and participated in spotting/impersonation challenges.
- Digital: Complete revamp of the brand’s website with Alfred’s new look in multiple poses, alongside digital banners and social media rollouts.
- Social media: Platform-wide announcement and creative activations showcasing Alfred’s transformation.
View this post on Instagram
The core objective of this campaign was to reveal the new and ‘cuter’ look of Alfred, the brand’s much-loved mascot.
The campaign’s mandate was to reintroduce Alfred’s new look in a high-visibility manner; strengthen brand recall and affinity; reinforce trust by showing innovation while preserving Alfred’s iconic identity; and drive engagement across insurance categories, including car, health, home, life, travel and business.
The campaign was conceptualised, designed, and executed entirely in-house by InsuranceMarket.ae’s creative, design and marketing teams, under the close guidance of the brand’s CEO Avinash Babur. External vendors were engaged solely for media buying and placements.
In conversation with Campaign Middle East, Grishma Apte, General Manager, InsuranceMarket.ae, said, “Alfred is a household name in the UAE, with strong emotional resonance across demographics. The refreshed design makes Alfred even more approachable, modern and endearing, reinforcing our positioning as a home grown, customer-centric, digitally forward insurance marketplace.”
The campaign targeted the entire UAE population, cutting across families and parents, where Alfred is a familiar and trusted figure; young adults and professionals seeking car, health and travel insurance; corporate customers exploring business insurance solutions; as well as children and youth, who resonate with Alfred’s playful personality.
As such, the campaign is currently live across the UAE, spanning all Emirates, with special visibility in high-traffic locations such as Dubai Metro.
The campaign is scheduled to run for one to three months, allowing sustained visibility and audience engagement beyond a short-term promotion.
While no formal celebrity or influencer collaborations were executed, organic influencer coverage emerged, with personalities voluntarily spotlighting Alfred’s new look. This amplified credibility, buzz and word-of-mouth traction among local communities.
The campaign’s success is being tracked across:
- Brand visibility: Impressions and reach across OOH, TV and digital.
- Engagement: Social media conversations, influencer mentions and radio competition participation.
- Brand sentiment: Audience reactions to Alfred’s refreshed design, and
- Business outcomes: Traffic to InsuranceMarket.ae and leads across core insurance categories.
In a statement to Campaign Middle East, the brand shared that initial results of the campaign already show high traction, visibility and positive community response, affirming Alfred’s enduring resonance in the UAE.
CREDITS:
Client: InsuranceMarket.ae
Concept, design and execution: InsuranceMarket.ae’s in-house creative, design and marketing teams
