The Challenge.

The UAE crypto calendar is defined by moments of intense attention, with global conferences, high-profile networking events, and an influx of international investors and decision-makers. During this peak season, Binance required a campaign that would:

• Deliver immediate and undeniable brand visibility across Dubai and Abu Dhabi

• Reach a dual audience of established crypto traders and emerging younger investors

• Build long-term brand equity rather than short-term tactical awareness

• Stand out in premium environments where competition for attention is high

The challenge was not simply to be seen, but to own the conversation visually, ensuring Binance was perceived as the dominant and most credible brand in the market during this critical period.

Our Strategy.

Media Agency Group developed a strategy rooted in scale, timing, and contextual relevance.

Rather than relying on isolated placements, the campaign was designed to create a connected brand presence across the cities most relevant to Binance’s audience. This meant aligning media locations with how high-value audiences move through Dubai and Abu Dhabi across the day.

Key strategic principles included:

• Prioritising high-frequency exposure during morning and evening peak movement

• Selecting iconic locations that naturally encourage attention and social sharing

• Combining mass-reach commuter inventory with ultra-premium environments

• Ensuring consistent exposure across lifestyle, business, and travel touchpoints

For other brands, this approach demonstrates how OOH can be used not just as a reach medium, but as a brand authority tool, reinforcing leadership through presence and consistency.

The Execution.

The campaign ran over a six-week period from late November through January, spanning 27 carefully selected locations across Dubai and Abu Dhabi.

A multi-format mix was deployed to maximise impact:

• Large-format digital landmarks on Sheikh Zayed Road and key arterial routes

• High-footfall lifestyle destinations including City Walk, Bluewaters, JBR, and Dubai Mall

• Premium lamppost and roadside formats targeting affluent residential corridors

• Digital networks along Abu Dhabi Corniche and city centre gateways

• Exclusive placements within executive and private jet airport terminals

By layering these formats, the campaign created a continuous visual journey for audiences throughout their day, from commute to leisure to travel.

Importantly, the use of landmark digital screens ensured the brand appeared in locations that are regularly photographed and shared, extending the campaign’s reach organically into social media feeds without additional paid investment.

Our Results.

The campaign delivered strong performance across all key metrics, exceeding planned delivery and reinforcing Binance’s leadership position in the UAE market.

Key outcomes included:

• Over 93 million impressions delivered across Dubai and Abu Dhabi

• More than 110% of planned reach achieved

• High average frequency, ensuring strong brand recall

• Majority of impressions delivered to audiences under 35, supporting future brand growth

• Balanced gender reach, demonstrating broad appeal beyond a niche audience

Beyond the numbers, the campaign achieved something equally valuable: perceptual dominance. Binance was consistently visible in the places that matter most to investors, professionals, and event attendees, creating a sense of scale and permanence that digital-only activity cannot replicate.

For brands looking to build trust, credibility, and long-term value in the UAE, this campaign highlights how a strategically planned OOH presence can deliver far more than awareness alone.

93.4M

Total impressions delivered across Dubai and Abu Dhabi

110.9%

Reach over-delivery versus plan

60%+

Share of impressions delivered to audiences under 35