The Challenge: How to Launch a New Brand Loud and Proud
A client approached us with a big challenge: they were launching a new health drink brand in the UAE and wanted to make a massive splash in the market—without relying solely on social media.
They needed a campaign that would:
Turn heads immediately
Generate conversations both offline and online
Be shareable and unique
Align with local values and lifestyle
The Idea: “Refresh the City – One Sip at a Time”
Our creative team worked on a concept that combined visual storytelling with real-world engagement. We developed the “Refresh the City” campaign—a bright, playful theme that would show everyday people enjoying the drink in iconic UAE settings.
But we didn’t stop there.
The Execution: Going Bold with Outdoor Advertising
Here’s what made this campaign go viral:
1. Unmissable Billboard Design
We launched 3D billboards in Abu Dhabi and Dubai, with life-sized models of the drink bottle popping out of the boards—making it look like they were splashing refreshment into the streets.
2. Interactive Bus Shelters
We transformed selected bus shelters into “cool zones” with branded fans and mist sprays. Commuters were surprised and delighted by the real refreshment on hot days—and many shared videos on TikTok and Instagram.
3. Branded Vehicles
We rolled out bright, creatively designed vehicles across key neighborhoods. The vehicles gave away free samples to pedestrians and had QR codes to scan for discounts and prizes.
4. Community Connection
We partnered with UAE-based influencers to visit the billboard sites and take part in street-level interviews with locals, asking: “What refreshes you most in the UAE?” This created relatable, emotional content that spread quickly online.
The Result: From Local Streets to Online Screens
Within 5 days:
Thousands of UAE residents had shared pictures with the 3D billboard.
Influencer videos reached over 2 million views organically.
The campaign earned coverage in 3 UAE marketing publications.
The brand saw a 40% increase in product trial in the first two weeks.
All from a campaign that started outdoors.
Why It Worked
Creativity: The use of 3D visuals and real-world interaction sparked curiosity.
Emotion: The campaign made people smile, feel refreshed, and share those moments.
Location Strategy: Every billboard and branded vehicle was placed strategically in high-traffic areas across Abu Dhabi and Dubai.
Integration: The outdoor campaign linked perfectly with digital, influencer, and experiential marketing efforts.
Final Thoughts
A viral campaign isn’t magic—it’s strategy, creativity, and knowing how to connect with people in the real world. At DNA UAE, we specialize in turning ordinary ideas into extraordinary moments.
