Ferns and Petals
Gifting
OOH, Media Strategy, Integrated Media
Dubai and Abu Dhabi, UAE
Nobody remembers every birthday. But everybody remembers who made the moment special by delivering flowers and gifts on time.
FNP.ae delivers flowers and gifts across the UAE and its thrives on the moments that matter: Birthdays, Mother's Day and above all, Valentine's Day. We mapped each occasion and planned the media across different Emirates in the UAE building a year-round presence around key gifting occasions.
Valentine's Day was the biggest battle. In a month when every flower and gifting brand is fighting for attention, our challenge was to make FNP.ae stand out, stay top of mind with high frequency and become the brand people chose when it mattered most.
We orchestrated an integrated media plan spanning outdoor across cities, 6-8 high-frequency bursts on radio with on-air competitions, RJ influencers, Top UAE national news front covers and branded content with social & digital publications, ensuring FNP.ae showed up consistently across the moments that drive gifting.
Campaign
Every February the ads look alike: roses, hearts and discounts. FNP.ae’s creative agency took another route and built the Valentine's campaign around a rom-com, a date where the gifts keep arriving.
Hikaya’s job was to make the media plan play like a rom-com too. A story only works if you keep bumping into it, so we put the same scene at key high-foot fall across multiple locations in the city targeting high income individuals and families leading up to 14th February.
More than 90 premium digital screens at key locations like City Walk, JBR and Bluewaters Island carried the campaign. Over 16 Digital bridge banners ran all across Abu Dhabi and FNP.ae took the front covers on the most renowned national news channels including Gulf News and Khaleej Times.
On the radio, 2 celebrity presenters & influencers hosted live activations on-ground, part of more than 4,000+ radio spots across the year. Outdoor sites logged over a massive 66 million impressions.
Valentine's
More than 90 premium digital screens at City Walk, JBR and Bluewaters Island carried the rom-com campaign from mid-January to mid-February 2026, while digital bridge banners ran over Abu Dhabi's main roads.
Ramadan
For Ramadan the screens moved from romance to generosity. “When generosity comes knocking” and “Open the door to Ramadan gifting” took over large-format screens in the places people were already out and about.
Gift It Like You Mean It
Through the year, bridge banners and hoardings turned everyday milestones into reasons to send a gift: a newborn, a new home, a retirement, Mother's Day. The line stayed the same: a like is not going to cut it.
Print Media
FNP took the front covers of Gulf News and Khaleej Times, putting the same ads people had seen on the road in front of them over breakfast.
Solutions
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Challenge
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