The Challenge.

HP aimed to:

• Maximise brand visibility across Dubai during GITEX Global 2025.

• Reach professionals, tech decision-makers and high-intent consumers.

• Support Etisalat’s digital retail offering, enabling customers to purchase HP products online with easy monthly instalment plans.

• Stand out in a highly competitive media environment during one of the region’s largest tech events.

Our Strategy.

Media Agency Group developed a strategy that seamlessly connected high-impact brand visibility with a clear retail call-to-action by:

• Dominating Golden Gates bridge banners on Sheikh Zayed Road, one of Dubai’s most premium and high-traffic OOH formats.

• Integrating HP’s messaging with Etisalat’s e-commerce platform, promoting the ability to buy or trade-in HP products online.

• Highlighting monthly EMI pricing, making premium HP technology more accessible during GITEX 2025.

Leveraging the scale and frequency of OOH to reinforce both brand recall and purchase consideration.

The Execution.

The campaign was executed with clarity and commercial intent:

• Iconic Placement: The Golden Gates format delivered uninterrupted visibility across both sides of Sheikh Zayed Road, targeting commuters and GITEX attendees travelling to Dubai World Trade Centre.

• Commerce-Led Creative: Messaging clearly promoted “Buy or Trade-in at etisalat.ae/hp”, supported by monthly EMI pricing, enabling audiences to immediately associate HP with affordability and ease of purchase.

• Brand Synergy: HP, Intel and Etisalat branding were seamlessly integrated into a single, impactful execution that balanced innovation with accessibility.

High-Speed Legibility: Clean, bold design ensured key messages. EMI pricing and purchase destination were readable at speed in a high-traffic environment.

Our Results.

The campaign delivered strong performance across awareness and reach:

• 1.7M+ impressions delivered in just one week. 

• Nearly 500K unique individuals reached along Dubai’s busiest transit corridor

High-frequency exposure during GITEX supported recall of both HP products and Etisalat’s monthly EMI purchase option.

The Impact.

By combining premium Out-of-Home dominance with a clear EMI-led retail proposition, Media Agency Group helped HP move beyond awareness into active consideration. The campaign reinforced HP’s leadership during GITEX 2025 while directing audiences to Etisalat’s website, where flexible monthly instalment options lowered barriers to purchase and supported conversion at scale. 

Discover our approach to building brands at scale in What We Do, and speak with our team to create your next standout activation.

1.7M+

Impressions in a Week

500K

Unique Individual Reached