During its launch campaign in September, Virgin Mobile targeted arriving passengers at the Dubai and Abu Dhabi airports to raise awareness about its offer and benefit from long-dwell time areas.
It partnered with JCDecaux to showcase the brand in both airports on digital screens positioned on luggage belts targeting passengers flying with airlines including Emirates, Qantas airlines, and Etihad Airways.
The brand used JCDecaux’s Dynamic Content Solution for this campaign, which adapted the artwork based on the origin of flight. For instance, passengers arriving from Beijing 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.
Additionally, Virgin Mobile also made use of digital products at several terminals in Dubai to promote the message “You have just landed, so have we”.
The campaign resulted in 2.8 million viewed impressions during a one-month period.