Challenge

Enter Dubai’s saturated OOH market with cut-through impact, positioning Al-Arabia’s new digital network as innovative, sustainable, and unmissable - making it the first fully digital OOH network in Dubai.

 

Approach

Created the “Seen by Everyone” purple takeover — a citywide synchronised DOOH stunt culminating in an exclusive and immersive reveal at the Museum of the Future. Anchored the launch with a three-phase roadmap (tease → reveal → amplify) supported by press office management, a media partnership, and VIP guest-list curation.

 

Execution & imapct

• Teasers rolled out across screens and social media to seed intrigue.

• On 11/11/24, the Museum of the Future hosted the reveal with a short film, CEO panel, and cultural programming, with 360 immersive screens produced by hrmny for the panel and VR Video.

• Managed tier-1 press pitching (The National, Khaleej Times, Arabian Business), influencer engagement, and on-site media/VIP hosting.

• Full event production with build, sound and light, furniture sourcing, F&B, set-up, and entertainment sourcing.

• Captured takeover and event content for rapid amplification.

 

Results

• Event: 300 guests including industry KOLs and VIPs

• Screens: 24-hour citywide purple takeover

• Paid: 1 media partnership with a full takeover on Campaign ME

• Outcome: strong inbound advertiser interest.