In a city built for cars, road accidents are common in Dubai. We saw an opportunity. As a strategy to promote Audi automobile, we focused on its state-of-the-art safety system. That led to the creation of Audi pre signs.

The media was driven by the creative idea. The media team then identified the locations, and went on to obtain the necessary permits from the relevant authorities in Dubai.

Unlike billboards on the road, the Audi pre signs were disruptive, and a more cost effective way of reaching our audience. The traffic signs were on the roads for 3 days. During the period, traffic to the Audi website had increased by 21%, averaging between 2800 to 3100 page views per day.