In the UAE, Back to School is one of the most commercially significant periods of the year. As families prepare for a new academic term, consumer spending surges across categories including stationery, electronics, fashion and food. For brands, this short, high-intensity window offers a valuable opportunity to connect with audiences who are actively making purchase decisions.
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A Season of High Consumer Spend

Recent data shows the scale of the season’s commercial impact:

• In Q3 2024, UAE consumer spending rose to USD 3.7 billion, with Back to School shopping playing a significant role in the seasonal boost. (Economy Middle East)

The Competition for Consumer Attention

With so many categories active at once, including food delivery, fashion, education and technology, the competition for attention during Back to School is significant. Campaigns must be visible and contextually relevant to engage audiences.
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OOH in Action: Campaign Highlights

This year, BackLite Media’s network features a range of impactful Back to School campaigns in Dubai and Abu Dhabi, each tapping into the season’s themes of preparation, family and new beginnings. Some of these include:

• Talabat – “Back to the Juggle”
  Playful and relatable, this campaign speaks to the reality of parents balancing work, family, and school routines.
  
• Geox
  Showcasing stylish, comfortable footwear designed for busy school days and active family life.
  
• University of Birmingham Dubai
  Inspiring students and parents to plan ahead for higher education and embrace new academic opportunities.

These campaigns are visible on roadside billboards and high-impact mall screens in leading shopping destinations. This positions brands directly in front of families as they shop for school supplies, accessories, and tech devices - reinforcing messaging right at the point of purchase.

From school bags to family moments, the shared visual cues across all formats capture the essence of “being back,” making the campaigns instantly relatable.
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Why OOH Cuts Through the Noise

• Capturing High-Intent Moments – School runs, mall visits, and community trips are prime times for influencing purchase decisions.
  
• Builds Frequency Quickly – High exposure in a short time frame ensures brand recall during critical buying weeks.
  
• Integrates with Digital – Digital OOH allows messaging to adapt in real time from morning supply reminders to evening meal offers.

At the Heart of Back to School

Back to School is a peak moment in the UAE’s calendar, and OOH keeps brands at the forefront throughout the season, aligning messages with the journeys, routines, and decision moments that matter most to families.

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