Global brands often seek iconic and premium locations around the city to display their out-of-home campaigns. Iconic locations, coupled with the design of the display, are associated with prestige, exclusivity, and high visibility, making them highly desirable for luxury and global brands looking to make a bold statement and reach elite audiences. The Triple Crown, part of The Landmark Series, is an excellent example of how the combination of prominent location, design and association offers a prime opportunity for brands to capture the attention of diverse and affluent audiences.

The Triple Crown is situated in Dubai on Sheikh Zayed Road, known for its prominent landmarks, bustling traffic, and high vehicular traffic. It offers unparalleled opportunities for brands to connect with audiences. It features six huge unmissable digital displays that have changed the media landscape on Sheikh Zayed Road, creating a captivating visual experience for audiences and providing advertisers with an unprecedented platform to showcase their brands.

What sets The Triple Crown apart is its ability to offer real-time audience feedback and the flexibility to change creative content to reflect specific moments in time. BackLite Intelligence ensures that advertisers can deliver dynamic, relevant, and engaging content that resonates with their target audience, making the DOOH medium more accountable than ever. With exclusive advertising loops, The Triple Crown delivers an uninterrupted, detailed, and immersive message to captivate audiences and make a lasting impact. Campaigns on The Triple Crown benefit from a whopping 189 million impressions a month, providing an ideal platform for brands to stand out in the competitive advertising landscape.
‍

Our goal is to drive digital innovation in the UAE, and The Triple Crown is a testament to our commitment to delivering architectural and aesthetically superior locations for our clients. With independent, credible data as the foundation of our medium, we strive to provide the best possible experience for both advertisers and audiences alike.

It’s time to rethink DOOH with the iconic digital out-of-home network that offers unmatched opportunities for global and iconic brands to make their mark on Sheikh Zayed Road. Join us in creating conversations, making lasting impressions, and driving digital innovation with The Triple Crown by BackLite Media.
‍

‍

At BackLite, we have recently partnered with Al Qana to secure exclusive advertising rights to this unique and iconic waterfront destination in the heart of Abu Dhabi. To celebrate this strategic collaboration, together with Al Qana’s management, we launched “The Curve,” one of the largest and most impactful digital screens in Abu Dhabi. The screen was inaugurated by Fouad Mashal, Founder & Vice President of Al Qana, and BackLite’s Chairman, Mr Bengt Bendeus.

This latest addition to our growing portfolio of digital destinations is a testament to the company’s expanding presence in the UAE, with a commitment to delivering premium advertising platforms to clients targeting large audiences. Al Qana spans over 2.4km of scenic waterfront walkways, offering seven anchor destinations, including waterside eateries, a cinema, an aquarium, a VR park, a kids’ zone, and wellness facilities, attracting a large number of tourists and affluent UAE Nationals. This first-of-its-kind lifestyle hub in Abu Dhabi offers brands a premium platform to reach an affluent audience in a unique environment.

Since its launch, “The Curve” has welcomed esteemed brands like FAB, Health Plus, Jeep, and Mercedes Benz, who have leveraged the capabilities of this cutting-edge screen by showcasing engaging FP3D campaigns backed by exceptional concepts.

As part of this ongoing collaboration, we will roll out a unique digital network and experiential opportunities offering an immersive experience to visitors. This shift to digital out-of-home (DOOH), supported by BackLite Intelligence, an ambitious data strategy, will allow brands to identify and target specific audiences, facilitate engaging, rich-media campaigns, and reach sophisticated visitors and affluent residents around the destination. This will contribute to an enhanced experience by offering relevant and contextualised content to audiences on the move.

The complementary relationship between OOH and mobile has accelerated and evolved, giving brands access to more creative and targeted opportunities than ever before.

As the way we consume media content continues to evolve in the digital age, OOH advertising has been forced to adapt in order to remain relevant. In today’s world of instant gratification, where waiting is no longer an option, advertisers need to find innovative ways to capture the attention of their target audience. This is where the complementary relationship between DOOH and mobile comes in, as a powerful tool to drive successful campaigns.

OOH has evolved, not through the laziness of the modern human; but through the benefits of the digital media world; dynamic relevance, immediate action, and robust data providing targeted and relevant messaging.

DOOH allows you to react; it takes an always-on strategy and gives it a dynamic relevance and thus will enable you to be more creative and engaging with your messaging. Great recent examples are “Just Do It” moments with Nike; as soon as an athlete breaks a record, wins a medal, or does something out of the ordinary, Nike can broadcast it to the nation.

Millions will then see their creative message and athlete association; this can be published across all channels; social sharing has amplified the impact, but only if the content is worth sharing.

That brings me to content, OOH, digital or otherwise, will live and die by the creative it displays. My favourite campaign of 2022 was the adidas campaign I’m Possible. Not just because they used The Triple Crown (it does help) but because of the entire process of launching such an idea. As a multi-media campaign, it tapped into social, radio and Out-of-Home (OOH), but with Digital Out-of-Home (DOOH) enabled User Generated Content (UGC).

It gave women in The Middle East a voice, inviting every woman in Dubai to inspire the region, to see impossible as I’m possible. Through social media, adidas invited the woman of Dubai to share photos of what sports mean to them and their story of turning impossible into I’m possible every day.

Every post shared, irrespective of the sport, was displayed on The Triple Crown in real-time. Each billboard, in return, became countless pieces of social content, starting conversations about making sports more inclusive. The earned media for the campaign was massive, with a reach of over 250 million and covered in over 25 different countries.

‍

At BackLite, reducing our carbon footprint is of great importance to us. We understand the value of community and the impact that businesses can have on the environment and society. We strive to create sustainable and responsible advertising solutions that not only benefit our clients but also positively contribute to the communities in which our sites are located. We prioritise environmentally friendly practices and actively work to reduce our carbon footprint. We also actively support and partner with local organisations and initiatives that align with our values of sustainability in the OOH industry.
‍

While we can’t address and fix every issue overnight, we have made it our mission to be completely carbon-neutral by 2026, our 30th anniversary. We have begun taking small but significant steps towards this goal, offsetting our carbon emissions for 2021 & 2022 (securing our Carbon Neutrality certificate and Verra-issued certificate), removing all single-use plastic from the office, and continuing the recycling of our vinyl posters. To assist in the process, in 2022, we began working with Olive Gaea to recognise further decarbonisation opportunities.

Olive Gaea is a company pioneering carbon neutrality in the MENA region. With over two decades of experience across multiple industries and the social sector, their founders have shaped their passion for scalable impacts that align with their values and contribute to a sustainable future.

At BackLite, we recognise that companies must take responsibility and work towards sustainability in the OOH industry. We continue to take the initiative to make small but influential changes to reduce our carbon footprint and strive towards a greener future. Through partnerships and conscious decision-making, we are making progress towards our 2026 goal. Our responsibility is to continue prioritising sustainability, and we hope to inspire others in the industry to do the same. Together, we can create a more sustainable future for all.

Contact us for more information on our initiatives.

‍

‍

Even as the oldest medium, outdoor advertising will never be outdated. It remains one of the most powerful forms of advertising used by companies worldwide – both large and small – to promote their brand and generate media coverage. Successful outdoor campaigns not only accomplish what regular signage does but will also make your brand the topic of discussion. It’s a power worth investing in.

Gaining the attention of the majority of the population is a difficult task for many out-of-home (OOH) ads and the brands behind them. To succeed in today’s oversaturated markets, brands must create innovative and impactful ad campaigns. Branded by BackLite promises to take brand visibility to the next level by offering brands the opportunity to showcase their creative concepts on Dubai’s most iconic and busiest road, Sheikh Zayed Road. Using unique avenues, brands can create bespoke billboards that stand out.

One of the critical advantages of out-of-home media is the limitless creative options it offers. Brands can choose from various options, including dynamic cut-outs, special builds, and neon lighting effects, to make their outdoor campaign stand out. With the help of BackLite’s team of experts, brands can bring their ideas to life and create eye-catching billboards that capture the attention of their target audience.

Branded by BackLite has already garnered interest from leading brands across various industries over the years, including luxury perfumes, restaurants, FMCG, and automotive, to name a few. With the ability to create bespoke billboards and outdoor campaigns that capture the attention of their audience and the benefits of OOH advertising, Branded by BackLite is poised to be a game-changer in the outdoor advertising industry in Dubai.

Say hello to a whole new level of creativity and impact!

McDonald’s is among the initial clients of the recently launched “Branded by BackLite” initiative, which enables the brand to dominate the media landscape along the famous Sheikh Zayed Road with a captivating Ramadan campaign. The fast-food chain took over a BackLite unipole to showcase its messaging with a unique illuminating effect on the McDonald’s logo during nighttime.

‍