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Consumers today are moved by what they feel, and when a brand delivers something memorable, they remember it, share it, and even come back for more. Creating experiences should be an important foundation of any brand’s existence.
That’s where Experiential Marketing comes in, being a strategy that gives people real, hands-on moments with a brand, not just messages on a screen.
Right now, Dubai is becoming one of the fastest-growing hubs for experiential marketing globally. And this is because of the city’s global mix of cultures, high digital use, and booming tourism, making it the perfect place for brands to test creative campaigns that people actually talk about both online and offline.
So, if you are running in/outdoor advertising campaigns in Dubai and want to create moments people will not forget in a hurry, adding an experiential layer to your marketing strategy might be exactly what changes the game.
What Is Experiential Marketing?
Experiential marketing, also known as engagement marketing, is a distinctive strategy focused on providing prospective customers with an immersive, pre-sale experience of a product or service. This approach often involves a physical experience designed to forge an emotional connection with potential buyers.
In fact, experiential marketing creates an environment where consumers can physically interact with a brand’s products and services memorably—touching, feeling, and experiencing them firsthand.
By using interactive methods that surpass traditional advertising, experiential marketing helps brands create deep connections with their target audience.
The core of experiential marketing relies on Augmented Reality (AR) and Virtual Reality (VR). These immersive technologies integrate physical and digital elements to produce a definitive experience, allowing customers to engage with products in novel ways.
In addition, some companies enhance participation by incorporating gamification elements, such as challenges and rewards, to motivate their customers.
Why Experiential Marketing Is Having Its Moment
We are living through a fundamental shift in how consumers relate to brands. Traditional advertising speaks to people, while Experiential marketing speaks with them. Based on statistics, global experiential marketing spending reached an estimated $128.35 billion in 2024, surpassing pre-pandemic levels for the first time. Moreover, 80% of respondents in Freeman’s 2024 survey say in-person events are the most trusted marketing channel.
So why is everyone suddenly doubling down on experience? 85% of customers say they are more inclined to buy a product after attending a live marketing event, and 70% of consumers become repeat customers after experiencing a brand.
Dubai: The Perfect Market
Dubai is keeping up and even leading this global shift. The city’s unique combination of world-class infrastructure, a multicultural population, and one of the highest tourist footfall rates on the planet makes it an ideal testing ground for bold brand activations.
When a campaign lands in Dubai, it lands in front of over 200 nationalities, making it unique. In addition, the city’s digital-savvy population and the fact that 98% of consumers create digital or social content at brand experiences, with 100% of those sharing it onlineand suddenly, one well-executed activation in Dubai has the potential to travel the world.
Experiential Marketing Examples from Winning Brands
We found experiential marketing campaigns that we thought were well executed. They obviously boosted brand recognition, increased a deeper connection between these brands and their audiences, thereby influencing consumer behaviours to take action.
Emirates Airlines’ Virtual Reality Experience
Emirates Airlines launched a VR campaign at major airports and malls that let people virtually step inside their luxury cabins, turning a passive awareness campaign into a sensory conversation. They created a memorable experience that was beyond traditional advertising.
Netflix: Squid Game
Netflix took a similar promotional approach in the region, bringing the iconic Pink Guards from Squid Game to life at Jeddah Airport (Terminal 1). These movie characters appeared across Saudi Arabia, including Al Ula and Riyadh, to promote Season 2. This transformed public spaces into living, breathing brand moments that people photographed, shared, and discussed for weeks.
PUMA: The Runner’s High
PUMA’s “Go Wild” global campaign shifted focus from elite performance to the raw, emotional joy that everyday people feel through sport. “The Runner’s High” is the central theme for the campaign, specifically spotlighting PUMA’s latest footwear innovations as of March 2025, designed to help athletes of all levels achieve that euphoric state:
- PUMA Deviate NITRO 3,
- PUMA ForeverRun NITRO 2,
- PUMA Velocity NITRO 4
Diriyah X Pixel Artworks: A Journey of Light
Saudi Arabia’s Diriyah Company collaborated with Pixel Artworks for “A Journey of Light,” a large-scale, multi-sensory cultural activation at Outernet London.
Source: campaignme.com
The installation transformed the venue into a vibrant expression of Saudi heritage and innovation, welcoming around 400,000 daily visitors. This collaboration uses cutting-edge creativity to tell a deeply rooted Saudi story.
Takeaway
The rise in experiential marketing in Dubai indicates a wider change in consumer expectations. Modern consumers seek to be engaged, surprised, and inspired. Only brands willing to invest in immersive, people-first campaigns can win at the game.
If you are running OOH or digital campaigns in the UAE and wondering why your metrics feel flat, perhaps it is time to join 9 out of 10 marketers/brands who confirmed that experiential marketing is important to their strategy and brand growth
DottsMediaHouse offers result-driven OOH advertising solutions, among our other 360 marketing services in the UAE and the Middle East at large, demonstrating a strong understanding of consumer customs, values and buying habits.
So, if you want to understand the impact of experiential marketing and OOH advertising on your brand’s visibility in the UAE market, or develop a multicultural marketing strategy aligning with your goals, collaborate with us today.
