Contour Media has unveiled a new state-of-the-art billboard experience that integrates a cascading waterfall and a series of small fountains within its out-of-home billboard proposition, marking a pioneering addition to its portfolio of outdoor assets. Breaking past the traditional visual-only barrier of a hoarding, this one-of-a-kind installation enhances the sensory experience by adding an auditory element to the creatively crafted visuals on the OOH billboard. The natural sound of the flowing water permits for a more immersive and memorable experience, differentiating the ad proposition in an otherwise saturated advertising landscape. As a result, the innovative approach captures attention, boosts brand awareness and recall, and creates a lasting impact – aspects that most traditional media are struggling to achieve. The hoardings are primarily placed along key roads, including Sheikh Zayed Road and Al Sa’ada Street, surrounding Dubai’s iconic financial district: the Dubai International Financial Centre (DIFC). They are placed near prominent landmarks such as the Gate Building, Emirates Towers, and within walking distance of the Dubai Mall. These high-traffic areas ensure maximum visibility to both pedestrians and drivers passing by. In terms of viewership and daily effective circulation (DEC), which is a key measurement of the prime placement of a billboard, the DEC around DIFC is substantial, with thousands of vehicles and pedestrians passing through daily. Sheikh Zayed Road alone witnesses more than 300,000 vehicles daily. Pedestrian footfall in DIFC is equally significant, particularly due to its position as a business hub attracting professionals, tourists, and residents alike. The addition of a harmonious blend of art, nature, and technology, with strategically placed waterfalls, make this hoarding stand out with a touch of serenity and elegance amidst the fast-paced environment of Dubai’s business hub.
The hoarding, therefore, caters perfectly to its target audience in the DIFC area, which includes high-net-worth individuals such as businessmen, entrepreneurs, financial professionals, and international visitors. The area is also home to various financial institutions, art galleries, and luxury retail outlets, drawing a diverse group of affluent consumers, investors, and high-end tourists. In keeping with this high-end audience, this innovative hoarding has featured top global brands such as BMW, with high-end brands such as Cartier, Bentley, and global banks such as HSBC or Standard Chartered showing consistent interest in advertising to the premium audience frequenting DIFC. Brands that have advertised in the area typically come from industries like luxury retail, banking, finance, automotive, and real estate. Contour Media has also ensured that the stand-out billboard aligns with the values and principles of high-end brands. Sustainability has been incorporated into the advertising, as the water technology used for the hoarding incorporates water recycling and green energy integration, thus reducing water waste, which is crucial in arid regions like the UAE where water conservation is a priority. This further exemplifies Contour Media’s commitment to pushing the boundaries of urban design and innovation. Contour Media has invited the DIFC community, visitors and art enthusiasts to take note, and comment on the new landmark and share their reactions to its unique ambience. Whether you’re a professional on your way to a meeting, a tourist discovering the city’s marvels, or a resident enjoying a stroll, the waterfall hoarding is designed to inspire and uplift. Stay tuned for further developments as Contour Media looks to continue enhancing experiences with world-class projects and innovations that shape the future of Dubai’s most iconic financial district, DIFC.
