Dubai’s Al Khail Road isn’t just a means of getting from point A to point B. As Dubai’s second key road, it is a critical thoroughfare for the city, carrying close to 20,000 vehicles per hour. Despite its importance and high traffic volume, outdoor advertising along this route was, until recently, dominated by static billboards – a technology of the past.
GroupPlus Media, as one of the largest media groups in the Middle East, realized they had an opportunity to modernize this landscape. A vision to transform Al Khail Road into a dynamic digital canvas, where ads could captivate audiences day or night. But with relentless sunlight, fast-moving traffic, and a crowded marketplace of traditional billboards and advertisers, GroupPlus knew that they needed something extraordinary, to stand out.
The challenge was as vast as the desert itself. How could they turn a sun-scorched highway into a high impact advertising hub?
As a product line built to withstand extreme conditions and tailored for demanding outdoor environments, INFiLED’s MV Series solved all these problems. After rounds of meetings with INFiLED’s local team, showing GroupPlus their successful installations in other outdoor advertising projects across the region and sharing how the company could leverage INFiLED’s LED technology, GroupPlus Media decided to partner with INFiLED.
Today, what was once a sun-scorched stretch of static billboards has become a dynamic digital landmark in the heart of Dubai.
The Desert’s Demands
In Dubai, 45°C temperatures are only one of the factors technology needs to surpass. With frequent dust storms and blazing sunlight, traditional billboards were simply not able to hold up to harsh conditions and faded quickly.
In addition, limited nighttime visibility made billboards a less than an ideal solution. However, in addition to the climate, and the legacy billboards in place, GroupPlus realized that the solution also had to deal with a city that was always on the move.
They sought a solution capable of standing out amidst the dynamic cityscape, delivering crisp, vibrant visuals that resonated with audiences both around the clock. This meant finding a technology that not only excelled under intense daytime sunlight but also provided exceptional clarity and impact during the night, all while standing up to the rigours of the desert environment.
Furthermore, maximizing exposure to the continuous flow of traffic from both directions on Al Khail Road was yet another goal to achieve.
Engineering Light in the Desert
GroupPlus Media knew they needed a strong technical partner with a proven track record of success. With INFiLED’s extensive experience in the Middle East working on projects such as the Formula 1 Grand Prix, LED digital billboards for WOQOD petrol stations in Qatar, the Fairmont Skyline Hotel, and the Dubai Mall Aquarium, GroupPlus went to INFiLED. And as soon INFiLED heard the requirements, they knew that they had the perfect solution to meet GroupPlus’ needs.
Fighting the Sun
With the MV Series’ 8,000 nits, brightness acts like a beacon, cutting through glare to keep ads crisp regardless of how bright the day might be. To combat UV damage for the project, INFiLED designed custom shaders that both enhanced the contrast and improved the overall visibility of the screen.
Viewable from all Directions
With a double-faced design of two 16m x 8m screens, INFiLED built a solution that helped capture traffic flowing from both directions. The 10.4mm pixel pitch struck the perfect balance, bold enough to catch the eye of the viewer, yet fine enough to render intricate details.
Built to Endure
Dust and heat are no match for the MV Series’s IP65-rated body and ultra thin, lightweight design that simplifies maintenance making it the ideal solution for Dubai’s searing temperatures. Lastly, the configuration of the content management system (CMS) provided Group Plus Media with an intuitive platform for effortless remote content updates.
Auto-adjust Brightness
INFiLEDwere fully aware of the extreme conditions on Al Khail Road, so they developed a customized solution featuring the Novastar VX1000 controller and NS060 light sensor. This advanced system enables the LED screens to automatically adjust their brightness based on the sun’s position, ensuring optimal visibility at any time of day.
From initial planning to full operational deployment, the installation of the solution came with its challenges. For instance, to streamline the on-site installation process, LED modules, power supply units, and data connections underwent preassembly. During the execution phase, a rigorous calibration and testing process was also involved to ensure perfect brightness uniformity, accurate color reproduction, and flawless synchronization. Thanks to the close collaboration between the teams at GroupPlus and INFiLED, the project was successfully completed in approximately three to four months.
Results: A Digital Oasis Emerges
The display now stands as a prominent digital landmark, effectively capturing the attention of the high volume of traffic flowing along this major artery daily.
After the launch, it became clear that the goal INFiLED set out to accomplish in partnership with GroupPlus Media had been achieved:
• Visibility at all times: Drivers were able to see the ads at all times of the day or night. No longer were they forced to squint at washed-out and faded billboards, instead they encountered vibrant visuals that enticed and attracted.
• Durability and maintenance: The MV Series is able to stand up to the rigours of the environment and despite sandstorms and scorching heat, continues to function as designed.
For many commuters, the road has become a spectacle, offering new sights and views on a daily basis and GroupPlus realized that this premium advertising space enabled them to offer a solution that truly helped them stand out from their competitors in the Dubai market.
Planning a similar project in Dubai? Book a demo visit at INFiLED‘s Dubai Experience Center where the local team is ready to support you every step of the way.
