Joe and the Juice and Deliveroo show how a digital partnership can become something people experience in real life. Instead of relying on app messaging alone, the brands created a two day Beach Club pop up at Kite Beach, Dubai on 13 and 14 December. The aim was simple. Make the exclusivity feel real, visible, and easy to remember when people decide where to order from next.
For brands planning campaigns in the UAE, the takeaway is practical. A live activation creates attention and content, while Out of Home advertising helps more people discover it and talk about it. That is especially true in Dubai, where weekend footfall and commuter movement can turn a short campaign into citywide awareness.
If you are new to outdoor advertising in the UAE, our What we offer page gives a quick overview of the formats and planning support available through Dubai Advertising.
Why Kite Beach was the right location for this activation
Kite Beach is a natural setting for a campaign built around movement, wellness and social time. During the cooler months, it attracts fitness communities, families, tourists, and groups meeting for casual outdoor plans. That mix supports broad reach while keeping a lifestyle feel that suits both brands.
The location also fits how people behave in Dubai on weekends. Many visitors arrive with no fixed plan beyond a walk, a workout, or a beach hangout. A Beach Club style pop up gives them a reason to stop, join in, and share the moment. That type of engagement helps the partnership land in memory without needing long explanations.
Turning digital exclusivity into a physical experience
A common challenge with app based partnerships is awareness. Exclusivity can exist in the background without becoming a clear brand story for the public. A physical activation solves that. People see the partnership with their own eyes, interact with it, and connect it to a real place in Dubai.
This approach also creates a shared story that works across PR, social content, and future paid media. It is a strong way to add energy to a commercial agreement and keep the partnership top of mind after the weekend ends.
What visitors could do at the Beach Club
This was designed as a participation led experience rather than a static branded stand. Activities matched the Kite Beach setting and the audience that spends time there. Visitors could take part in kayaking and stand up paddle sessions, balance challenges, and rounds of Mölkky, a simple throwing game that works well for groups.
There were also prizes, giveaways, and branded merchandise. This matters because it increases dwell time and gives people a reason to engage even if they did not arrive planning to join an activity. It also makes social content feel natural. People post because they are enjoying themselves.
Results that matter for brand building
Not every campaign needs to focus on immediate orders. This activation was shaped around visibility, emotional connection, and community engagement. Measures of success typically include participation numbers, session sign ups, footfall, social reach, and positive sentiment.
A useful insight for brands is how real world experience can support future digital behaviour. When people learn something through interaction, it sticks. For delivery and retail brands, this can reduce friction later because the partnership becomes familiar.
How Out of Home advertising can amplify activations like this
Experiential campaigns work best when people can find them easily and hear about them beyond social feeds. OOH reaches people while they are already travelling, meeting friends, or planning their day. For a Kite Beach style activation, a smart plan covers the full journey from awareness to arrival.
Build awareness before the weekend
Use high reach placements to announce the pop up dates and location. Large format roadside media is ideal for broad visibility. For many brands, Billboard advertising in Dubai builds reach quickly, while Unipole advertising is strong on major routes where dwell time and sight lines support recall.
This stage is where a short, clear message wins. Brand names, date window, location, and a simple call to action.
Drive footfall near the location
Close range formats help with wayfinding and reminders. Lamppost advertising works well around beach access roads and nearby streets because it repeats the message at regular intervals. It is also useful for directional messaging that reduces confusion and helps people arrive with confidence.
If you want additional impact near the final approach roads, Bridge banner advertising can add a bold presence where traffic naturally slows.
Extend the partnership beyond the beach
A weekend activation can spark awareness, and ongoing media keeps it alive. For brands with a strong digital offer, Digital Out of Home advertising supports frequency in lifestyle areas such as malls, gyms, petrol stations, and business districts. That repeat exposure helps reinforce the partnership and keeps the ordering behaviour familiar.
If you are planning a broader mixed media approach, our agency services team can help build a practical plan across formats and locations.
Planning a partnership campaign in Dubai
If you are launching a partnership in the UAE, plan for three things. Awareness, discovery, and recall. A live activation creates the story. OOH scales that story across the city and supports footfall where it matters.
At Dubai Advertising, we help brands plan and book outdoor formats across Dubai and the UAE, including billboards, unipoles, lampposts, bridge banners, transport media, and DOOH. If you want help building an activation led media plan, contact Dubai Advertising and we will recommend locations and formats based on your audience and campaign window.
FAQs
What was the Joe and the Juice and Deliveroo Kite Beach campaign
It was a two day Beach Club pop up at Kite Beach designed to make their exclusive delivery partnership feel real through live activities, engagement, and shareable experiences.
Why do brands choose Kite Beach for activations
Kite Beach attracts a high volume of lifestyle and fitness audiences during the cooler season, making it a strong location for footfall, participation, and organic social content.
Which OOH formats are best for promoting an event in Dubai
Billboards and unipoles build wide awareness across the city, while lampposts and bridge banners support reminders and wayfinding near the venue.
How can DOOH support an online partnership after an event
DOOH keeps the partnership visible in daily routines, supports frequency in key areas, and reinforces recall so ordering through the app feels familiar.
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