The Virgin Mobile brand operating under Emirates Integrated Telecommunications Company (EITC) partnered with JCDecaux for its first campaign in the UAE. For the launch campaign during the month of September, the Virgin Mobile brand targeted arriving passengers at Dubai and Abu Dhabi Airports to raise awareness about its offer and benefit from long-dwell time areas.
In both Dubai International and Abu Dhabi International Airport, the Virgin Mobile brand was represented on digital screens positioned on luggage belts targeting passengers flying with airlines in the region including Emirates, Qantas airlines and Etihad Airways.
On these screens, the mobile brand used JCDecaux’s Dynamic Content Solution which adapted its artwork based on the origin of flight: for instance, passengers arriving from Beijing and waiting at the luggage belt saw the Virgin Mobile brand artwork customized with the flight number and the city of origin. The brand further selected nine different customized messages targeting nine different destinations – Greece, Lebanon, Germany, UK, Philippines, Oman, Czech Republic, KSA and China. This customized solution allowed the Virgin Mobile brand to achieve relevance and consequently created an engaging digital experience for passengers.
The Virgin Mobile brand was also visible at Dubai International Airport Arrivals areas, where it booked digital products to achieve maximum impact in addition to an extensive lightbox network in Dubai International and Dubai World Central at Arrivals with artwork, such as ‘You have just landed, so have we’ to catch passengers’ attention.
Within a one-month period, the campaign generated 2.8 million viewed impressions among residents, tourists and influencers landing in the UAE’s most popular cities during the Eid holiday season and the back to school period.
