Omoda Jaecoo
Automotive
Branding
Automobile
Marketing
Dubai, United Arab Emirates
2025
A showroom car usually comes with one rule for children: DO NOT TOUCH
We turned that rule on its head. Omoda Jaecoo wrapped a car in a giant kids’ canvas, inviting children to colour their dreams directly onto it. A playful brand experience that brought families closer to the brand, quite literally.
We built anticipation over 3 weeks, making the brand heard across ARN’s 9 radio stations, in 6 languages, with over 1,000 on-air spots. The campaign culminated in the grand reveal of the new model at ARN’s Winter Family Picnic at JA Beach Hotel.
The experience went beyond the activation. We brought the campaign to life across all station websites, Instagram and mobile app, amplifying the picnic through on-ground coverage and strong reason for user-generated social storytelling.
And with families in their happiest moment, we gave them one final reason to get behind the wheel: a compelling CTA to book a test drive and discover the new Omoda Jaecoo.
Campaign
A car is a big decision, and a showroom is where people expect to be sold to. A family picnic is where they come to unwind. We saw an opportunity to bring the two together.
Our strategy was simple: take the cars to where families were already relaxed and turn the showroom experience on its head. Children were given something they would never expect at a showroom: permission to touch the car, draw and colour their dreams directly onto it.
We built anticipation over 3 weeks with promos, live mentions and contests across 9 radio stations and 6 languages. On the day, Omoda Jaecoo took centre stage with an activation space, a screen showcasing brand films and 3 cars, including one transformed into a giant colouring canvas.
The result? 800 people at the picnic and 1,000+ promotional spots delivered across the radio stations, reaching more than half the UAE according to Arabian Radio Network’s own figures.
We didn't just bring the cars to the people. We brought the Omoda Jaecoo into their family day out.
The Big Winter Picnic
Arabian Radio Network Winter Family Picnic at JA Beach Hotel
Turning Cars Into Canvases
One car was wrapped in a kids' design, and children got the one thing a showroom never allows: permission to touch the car, and draw on it.
Marina Mall Abu Dhabi
Omoda Jaecoo cars on display at Marina Mall.
Solutions
Nine stations ran promos, live mentions and contests for three weeks. On the day, Omoda & Jaecoo had a 3 by 9 metre space, a screen playing its films, and three cars, one wrapped for colouring.
800 people came to the picnic. On air, the campaign ran 1,026 promotional spots across the network's nine stations, reaching more than half the UAE by the network's own measure.
Challenge
A car is a big decision, and a showroom is where people expect to be sold to. Families relax at a picnic. They rarely relax in a showroom.
So the plan put the cars where families were already at ease, and gave children the one thing a showroom never allows: permission to touch the car, and draw on it.
