GroupM, JCDecaux Play+, Blis collab to drive Huawei campaign success

Campaign ME

14-04-2025

The success behind an omnichannel campaign for Huawei – which witnessed GroupM, JCDecaux Play+ and Blis collaborate – was recently revealed at the JCDecaux Play+ programmatic launch event in Dubai.
The campaign, specially tailored for the launch of Huawei's luxury phone Mate XT, aimed to position the device as a premium offering and raise awareness among the brand's target audience segments.
Huawei's primary objective was to position the device as a premium offering and raise awareness among the target audience. In line with this, Blis, JCDecaux Play+, and Group M collaborated to deliver a solution that combines the diverse capabilities of programmatic Digital Out-of-Home (pDOOH) and geotargeted mobile advertising.
Yasmine Al-Turk, Advanced DOOH and Digital Supply lead GrOUPM NEXUS from Group M, said, 'We believe that the synergetic capabilities of pDOOH and mobile advertising can help deliver exceptional results, as demonstrated by the success of the Huawei Mate XT launch campaign. Furthermore, by combining the power of data and technology, brands can significantly increase their conversion rates, paving the way for long-term growth.'
Success of the Huawei campaign
The campaign specifically sought to reach passengers from the GCC region and China using premium advertising assets and a cross-channel strategy to maximise efficiency and measurability.
As part of this, programmatically targeted ads were displayed at high-impact large format screens at Dubai International Airport (DXB) Terminals 1 and 3 Arrivals, appearing only when flights from the GCC region and China land.
Dom Kozak, Director of Programmatic at JCDecaux Play+ said, 'Our successful partnership with Blis and Group M for the Huawei omnichannel campaign demonstrates the immense capabilities of pDOOH. The technology, particularly when combined with other channels like mobile advertising, can be a powerful tool to drive the success of geo-targeted advertising.'
Moreover, geotargeted mobile campaigns were broadcasted by Blis to further enhance the precision targeting and engage audiences primed by the pDOOH exposure.
The campaign yielded exceptional results, with the pDOOH garnering 10,225 plays and 1.2 million impressions, achieving 3.03 times more efficiency as compared with traditional DOOH advertising.
Karim Hassan, Commercial Director at Blis added, 'We are honoured to announce the success of the personalised campaign that we executed for Huawei in partnership with JCDecaux Play+ and Group M. The success exemplifies our longstanding commitment to facilitating seamless omnichannel experiences that reach the right users at the right time, securing quantifiable results for our clients.'
Mobile retargeting, on the other hand, recorded an impressive 2.3 million impressions, gaining double the engagement rate as compared to industry benchmarks.
The campaign's success highlights the effectiveness of a unified omnichannel strategy in reaching target audiences with precision and impact, positioning it as a powerful new approach for premium brand launches.