The campaign
Put a new model in front of the Dammam–Khobar commute, where the same drivers pass the same points twice a day.
Dammam and Al Khobar are usually bought as two cities. For a car launch that is a mistake — a large share of the audience lives in one and works in the other, and sees both plans.
We planned the corridor instead of the cities. The bridge screens on the connecting road carried the reveal frame, and the unipoles at each end carried the model name and the nearest showroom, so a single commute delivered the announcement and the destination in that order.
On site
The campaign in place
Dammam
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The execution
What we put on the street
The two cities were planned as one corridor: the bridge screens carried the reveal, and the unipoles at either end carried the model and the dealership.
Where it ran
- Dammam–Khobar highway — bridge screens
- King Saud Street — Dammam approach
- Prince Faisal bin Fahd Road — Khobar approach
- Dhahran exit — dealership direction panel
Campaign highlights
11
Screens
2
Cities
5
Weeks on air
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