Market: UAE (Abu Dhabi & Dubai)
1. Background
Ahead of Ramadan, one of the most commercially active seasons in the UAE, Yango Play partnered with Noon to launch a high-visibility awareness campaign designed to maximize reach and brand recall before the holy month began.
The objective was clear: dominate the streets before the peak Ramadan media clutter.
2. The Challenge
- Capture attention in two major emirates simultaneously
- Cut through pre-Ramadan advertising noise
- Deliver mass visibility within a limited timeframe
- Ensure brand consistency across a large fleet rollout
Timing was critical. Execution had to be fast, flawless, and fully synchronized.
3. The Strategy
We recommended a large-scale taxi branding takeover to create:
- Continuous citywide visibility
- High-frequency exposure in traffic-heavy zones
- Strong daily impressions during commuting hours
Fleet Distribution:
- 2,000 taxis in Abu Dhabi
- 1,500 taxis in Dubai
Launching in February allowed the campaign to build momentum just before Ramadan consumer activity peaked.
4. Execution
Our team managed the campaign end-to-end:
- Media planning & fleet allocation
- Municipality approvals & compliance
- Production & branding application
- Quality control across 3,500 vehicles
- Cross-emirate coordination & reporting
Precision logistics ensured timely rollout across both cities without disruption.
5. Impact
- 3,500 moving billboards across the UAE
- 1 month of sustained brand exposure
- Strong visibility ahead of Ramadan
- Seamless execution at scale
The campaign successfully positioned Yango Play x Noon in high-traffic, high-attention environments during a key commercial period.
6. The Pyxis Edge
At Pyxis, OOH is not just about placement; it’s about strategic timing, operational precision, and understanding seasonal consumer behavior in the UAE.
From planning to on-ground execution, our integrated teams ensured scale met strategy and visibility translated into presence.
Result: A city-level Ramadan takeover delivered with speed, scale, and impact.
