Page 16 - JGROUP PR REPORT APRIL 2025

4/15/25, 11:25 AM GroupM, JCDecaux Play+, Blis collab to drive Huawei campaign success - Campaign Middle East

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.

Client: Blis MENA, JGroup

General Manager, Global World Media Services: Ibrahim Sabbagh

Commercial Director, Blis MENA: Karim Hassan

Head of Sales, Blis MENA: Bassel Karam

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