United Arab Emirates (64)
Dubai cares, one brick at a time
Dubai Cares is a UAE-based philanthropic organization helping to provide children access to quality primary education in developing countries.
Why it matters
In this case, the message is literally “with every donation, there is a brick being added”. People donating can see a tangible outcome in real-time and appreciate how their donation is making a difference. Will brands consider this successful activation campaign as a benchmark - where consumer’s experience the product rather than simply see a promotional message about it?
Dubai Cola
Why it matters
Dubai is used to locally branded products such as the water products Masafi and Al Ain, but Dubai Cola is the first locally branded “Cola” in the market. Traditionally, Coca-Cola and Pepsi have always dominated. Will Dubai Cola interfere with indecisive consumers’ purchase behaviour? Will they chose it out of national pride or for its date flavour? And how will the existing cola brands deal with this local intrusion?
3D projecting finds a larger scale in Dubai
Fanta has launched a new campaign in Dubai and has brought 3D Projection mapping to the city.
Why it matters
While we’ve been seeing this ‘buildings as billboards’ trend in Europe and Asia, Fanta & Dubai are a first for the region. In a city well-known for its superlative architecture – biggest, tallest – it was just a matter of time before the first 3D projection of the city happened at the world’s largest mall.
So what next? Will this highlight a new era in advertising in Dubai where the stalwart traditional mediums will start to give way to innovation? Will other brands jump on the bandwagon, which is a common occurrence for the region?
