E& Rolls Out Hyper-Targeted Digital Campaign at DXB with JCDecaux

Redefining Airport Advertising with Data Precision

Telecom innovator E& (formerly Etisalat Group) has unveiled a cutting-edge, hyper-targeted advertising campaign at Dubai International Airport (DXB)—one of the busiest travel hubs in the world. This campaign, in partnership with global OOH leader JCDecaux, exemplifies the evolving future of outdoor media by combining real-time audience targeting with location-driven intelligence.

The core objective? To promote E&’s data roaming package for UAE residents traveling to Saudi Arabia, and to do so with pinpoint accuracy—ensuring the right message is delivered to the right passenger at the right time.

Smart Targeting at Its Best

Unlike traditional OOH campaigns that rely heavily on static media and broad visibility, this activation leverages JCDecaux’s advanced digital targeting solutions, which use a combination of real-time passenger flow data, flight destination schedules, and AI-driven insights to segment audiences.

Through this approach, only those UAE-based passengers heading to Saudi Arabia receive relevant messages about E&’s roaming offer—maximizing both ad efficiency and user engagement. The result is a seamless integration of digital precision and physical presence—a hallmark of modern OOH strategy.

Why DXB? The Power of Global Movement

Dubai International Airport serves as a strategic launchpad for this campaign. With its massive footfall, particularly from the UAE’s high-income traveler base, DXB offers a unique opportunity to reach outbound passengers heading toward key GCC destinations, including Saudi Arabia.

E&’s campaign utilizes premium digital screens positioned near departure gates and boarding lounges, specifically those assigned to flights bound for Saudi Arabia. These locations are ideal not just for visibility, but for contextual relevance, as travelers prepare to leave the country and consider their mobile connectivity needs.

Real-Time Messaging in a Mobile Moment

The strength of this campaign lies in its real-time adaptability. Messaging adjusts dynamically based on flight schedules and passenger demographics, offering promotions, quick plan summaries, and call-to-action prompts. The creative is minimal yet impactful—clearly communicating how E&’s data roaming packages help users “Stay connected, wherever you go.”

This mobile-focused offering is designed to solve a common traveler pain point—unreliable and expensive international data access. By hitting this concern right before takeoff, the campaign improves the likelihood of conversion and reinforces E&’s image as a forward-thinking, customer-first telecom provider.

JCDecaux’s Tech Backbone

The campaign’s execution was powered by JCDecaux’s airport-specific digital ecosystem, which includes data integrations with airport traffic patterns, boarding data, and flight information systems. This allows brands like E& to activate audience-specific content in real time, delivering unmatched relevance.

JCDecaux’s infrastructure also ensures premium display quality, giving brands access to sleek digital panels that complement the high-end aesthetic of DXB’s terminals.

Industry Impact and Broader Implications

This campaign is a strong signal to advertisers across sectors: hyper-targeted OOH advertising is here to stay. As airports increasingly become digital-first environments, brands that adopt location-intelligent, data-driven strategies will stand out—both visually and in terms of ROI.

E& has effectively demonstrated how a well-executed digital airport campaign can function as more than branding—it can be a performance-driven communication tool with direct business outcomes.

MyHoardings’ Perspective: The OOH Future Is Precise

While JCDecaux executed this international campaign, it sets a compelling benchmark for how technology-enhanced outdoor advertising can serve highly specific marketing objectives. At MyHoardings, we foresee this approach growing in Indian airports and transit zones, as brands increasingly demand precision alongside reach.

Whether you’re launching a telecom, retail, or travel campaign, MyHoardings offers location-based targeting and digital OOH options across India’s leading airports. To explore smart, scalable OOH solutions, contact us at business@myhoardings.com or call 9953847639.