In the vibrant metropolis of Dubai, where a population that is tech-savvy and has access to sophisticated infrastructure, marketing initiatives need to go beyond conventional limits to have an effect.
A full-service company with headquarters in Dubai, Lamana Digital Marketing Agency, is a prime example of this strategy with its creative campaign for the international coconut jelly and fruit juice company Mogu Mogu.
Through the deft integration of online and offline tactics, Lamana has revolutionized integrated advertising, producing outstanding outcomes and solidifying Mogu Mogu as the region’s top beverage brand.
Integrated Offline and Online
The Mogu Mogu campaign merged the digital and real worlds to grab the attention of the Dubai masses.
With the way today’s consumers participate with brands via various touch points, Lamana conceived a strategy that would have audiences generating engagement both online and offline, thus holistically crafting the brand’s identity.
One important offline activation of this dual effort was at the Dubai Metro.
Thousand commuters shared Mogu Mogu while taking the daily rides as Lamana reconstructed metro stations into an actual immersive experience with the brand.
Simultaneously, the reach of this campaign soared with the digital online platforms of TikTok, Instagram, and Google Ads that architected a unifying narrative that brought customers to the experience no matter the platform.
The Dubai Offline Activation Campaign of Metro
Lamana has been introduced by Dubai Metro in offline activation implementation. This metro network is composed of 53 stations, with at least 800,000 commuters daily.
During this comprehensive activation campaign, mainstream advertisers placed next-aged advertisements on 49 metro stations, converting the different pillars, floorings, and walls into moving Mogu Mogu displays.
Also, 551 digital screens with smart software flash out the dynamic or changing information to cater for the commuters. Animated motion and still photos were some examples. Further, this activation avenue intends to give an experience rather than visibility.
Lamana’s CEO and co-founder Mohammad Reza Ashrafi says in a statement, “The Dubai Metro station was an ideal location to connect with a diverse audience in a high-traffic, everyday environment.”
In addition, this method of leveraging the urban transit hub for brand engagement was a success with 76 million views in just 30 days.
Reaching Audiences via Retail Spaces
Not only Pure Metro but also Lamana brought this campaign to 23 hypermarkets of Carrefour.
Today, there are cleverly 63 digital screens hanging in and around them to catch consumers, already integrating an average of 172,861 visitations daily.
Beyond the metro campaign, this retail angle ensured that Mogu Mogu was still present in two of the really important aspects of the consumers’ day-to-day lives: shopping and travelling.
Understand the Importance of Digital Platforms
Digital Media has played a significant role in the campaign, providing robust offline features like Google Ads, which focused on reaching the widest possible audience.
Other platforms, such as Instagram or TikTok, were particularly effective in attracting younger audiences through messages tailored around Mogu Mogu and a well-spread, multi-channel strategy.
According to Ashrafi, “The key to this campaign’s success was how seamlessly we merged the online and offline worlds. Here, we weren’t just out to have Mogu Mogu seen or heard, but we’d rather like the experience.”
Physical and digital interfacing incorporated in the strategy defined a strong and consistent brand presence in itself.
The Innovation of Results
For three months now The Mogu Mogu campaign has taken place as an ace in the company and obtaining very good effects.
It has been acquired as the Number One drinking brand in Dubai, with strong retail sales and high-brand appraisal.
The creative busy site use and captivating digital materials have guaranteed the resonance of this campaign with its target audience.
The most unique thing about this campaign was that it quickly adapted to consumers’ shifting preferences in Dubai.
Lamana captured the success of the campaign by emphasizing shopping malls and subway stations— areas where audiences were most receptive.
This flexibility highlights the significance of understanding consumer behaviour and reacting timely.
Future in Lamana
In the second year, Lamana is taking its first steps toward positioning itself as a pioneer in integrated marketing.
Despite being relatively new to the industry, it has already demonstrated expertise through its strategic insights and creative vision, consistently delivering measurable results for clients across the Middle East.
Like all of the leading agencies, it wants to remain ahead of the ever-changing consumerism by using new-generation technology in advertising.
The final words spoken by Ashrafi are appropriate for an agency’s envisaged future: “Brands that will succeed in a fast-paced market remain relevant, connected, and innovative.” At Lamana Agency, we are very proud to guide our clients through this dynamic landscape and help them achieve their goals.
The Success Story of Mogu Mogu
The Mogu Mogu Campaign of Lamana is also the modern way of marketing that takes target-oriented messages across the board:
- The Power of Integration: Offline and online should ideally be combined under one umbrella in such a way that the campaign becomes a multi-level experience. Every brand must now abandon household silos into a one-stop unified scheme.
- The Strategic Location Visibility: For maximized coverage and maximum effects, they go for supermarkets and train stations.
- Experience Marketing Is Where It Is: Today’s consumers do not want to be passive recipients of advertisements, they want to have experiences. It is the tie between them and the campaign that will last.
- Using Data to Inform Decisions: The combination of data insight and innovative creativity ensures that a campaign gets into successful promotion. There is continuous improvement in this approach and measurable outcomes.
Conclusion
Mogu Mogu is an excellent example of Lamana’s cutting-edge integrated marketing, bringing together a virtual-physical experience.
High-traffic locations such as metro stations and retail spaces were effectively combined with digital platforms such as TikTok and Google Ads to reach a much more diverse audience than in traditional formats.
In fact, given the rapid changes in consumer behaviour, memorable encounters will outweigh passive, ineffective advertising since they constitute a campaign’s success.
This will further assist Mogu Mogu in making Dubai home to yet another top brand as well as adding to Lamana’s credentials as a cutting-edge organization in the field of modern methods of marketing. The future looks great with Lamana-for it has to evolve entertainment-centric innovations.
