Al Arabia To Be Seen by Everyone Campaign Dominates Dubai’s OOH Advertising Scene

Dubai just witnessed one of the most brilliant outdoor advertising campaigns of the year. Al Arabia, the Saudi advertising giant, made its grand entrance into the UAE market with a campaign that left everyone talking. Partnering with the beloved local restaurant chain Salt, they created something spectacular that proves why out of home advertising remains popular for brand visibility.

The Purpose 

Al Arabia had clear objectives when planning their Dubai debut. After 42 years of dominating Saudi Arabia's OOH landscape, they wanted to make a statement in one of the region's most competitive advertising markets.

The campaign served multiple purposes:

• Announce Al Arabia's entry into Dubai's advertising field
• Showcase their extensive digital network capabilities
• Demonstrate superior reach throughout the city
• Support a beloved local brand celebrating its milestone

The partnership with Salt wasn't random. This successful Emirati brand reflected Al Arabia’s goal to support local businesses that reach global standards through smart marketing.

Prime Locations and Strategic Format Selection

Al Arabia strategically placed their campaign across Dubai's most high-traffic areas using diverse outdoor advertising formats. Their approach combined traditional and digital solutions to create an unmissable presence throughout the city.

Key locations and formats included:

• Unipole advertising along major highways for high-speed traffic visibility
• State-of-the-art digital screens in premium shopping and business districts
• Eye-catching bridge banners spanning Dubai's busiest road crossings
• Digital lampposts throughout residential and commercial neighbourhoods
• Modern MUPIs positioned at pedestrian walkways

This multi-format approach ensured comprehensive coverage across different audience touchpoints. Every placement was carefully chosen to reach specific segments at optimal times throughout their daily journeys.

Campaign Duration and Phases

The campaign ran in carefully planned phases to maximise impact and engagement. The initial teaser phase built curiosity and anticipation across the city.

Timeline breakdown:

• Teaser phase launched with mysterious "Something salty is coming… To be seen by everyone" messaging
• Reveal phase disclosed Salt's 10th anniversary celebration and AED 10 burger offer
• Extended brand integration with Salt, changing packaging to Al Arabia colours and including the tagline “Seen by Everyone”
• Follow-up distribution of 1,000 branded burgers to top marketing and advertising agencies

This phased approach kept audiences engaged throughout the entire campaign period, which created sustained buzz and conversation.

Measurable Impact and Outstanding  Results

The campaign's impact was immediate and impressive across multiple metrics. The teaser phase alone became the most viewed outdoor campaign in Dubai, generating massive buzz throughout the city.

Key achievements included:

• Highest viewership numbers for any OOH campaign in Dubai that period
• A strong visual identity repeated across formats and platforms
• Strategic placement in high-footfall and high-traffic zones creating widespread social media engagement
• Direct sales boost for Salt's anniversary burger offer
• Established Al Arabia as a major player in Dubai's advertising landscape

The campaign didn't rely on fancy messaging or gimmicks. It used simplicity, repetition, and volume to make its point. This unified message amplified recall and attention through visual consistency across multiple OOH formats, boosting brand memory.

The Genius Competitor Billboard Strategy

Al Arabia executed one of the most brilliant marketing moves Dubai has ever witnessed. They secretly purchased advertising space from rival companies and used it to showcase their own superiority in the most clever way possible.

This masterstroke included:

• Booking billboard space from competitors without disclosing their identity
• Creating location-specific messaging that read "To be seen by [specific area]" instead of their main tagline
• Using each competitor's brand colours within their own teaser design
• Adding witty taglines that subtly mocked the limited reach of other networks
• Demonstrating their widespread coverage whilst competitors unknowingly helped promote them

This brilliant strategy highlighted the immense importance of billboard advertising in Dubai's competitive marketplace and demonstrated how strategic network positioning can make all the difference.

Why This Campaign Proves OOH Works

Al Arabia's success story demonstrates exactly why outdoor advertising remains essential for brand growth in Dubai. The campaign achieved genuine community engagement and widespread visibility.

Modern consumers in Dubai are constantly on the move. They drive past billboards, walk through shopping areas, and notice eye-catching displays. This campaign captured attention at every touchpoint, creating multiple opportunities for brand interaction.

The partnership approach also showed how OOH can elevate local businesses. Salt benefited from Al Arabia's extensive network, reaching customers they might never have connected with through other advertising channels.

Dubai's diverse population responds well to bold, creative outdoor campaigns. When executed properly, OOH advertising creates the kind of memorable experiences that drive real business results.

Make Your Mark in Dubai Today

Dubai's bustling streets, diverse audience, and high consumer spending make it the perfect market for outdoor advertising success. From digital billboards to mall displays, the opportunities are endless for brands ready to invest in their visibility. At Dubai Advertising, we can help you create impactful campaigns across the emirate. Contact us now, and let’s make your brand impossible to ignore.