Objective: ensure footfall and repeated visitations to the second edition of the IAB 2025.

Target Audience: art enthusiasts, general population, visitors coming for Umrah

Key Success Drivers:

• Full funnel approach: Focus on maximizing conversions while making sure to be Top of mind awareness through big formats on Digital and OOH.
• Optimization tactics: By running an overarching campaign we were able to reduce the short learning phase faced in public programs communication.
• Shifting budgets every 2 weeks toward the best performing platforms and ongoing update and optimization of creatives.
• All this resulted in reducing the CPL by around 50%