It’s no secret that the UAE is a driver’s nation, we spend far more time in our cars than any other mode of transport, making the overwhelming clutter of road ads we drive through on the daily just a normal part of UAE living.

For the best part of the year, it’s really not that big of an issue; you can just tune them out. During Ramadan however, this is a burden more than anything else, as you are forced to drive through a never-ending torrent of food ads when the last thing you want to think about is eating, especially after a long day of fasting.

This #AprilFoolsDay we tapped into this regional insight and announced our latest car feature; a real-life ad blocker, that identifies and distorts pesky surrounding ads so you can keep your focus on your road and your appetite at bay.

We brought this to life through a ‘real life’ curated video taken from the perspective of a passenger as they explore our latest feature in action.

We then sent our video to an influencer so they could ‘leak’ it on our behalf, making it seem more authentic, allowing us to then curate the video on our channels in a ‘the cats out of the bag’ kind of way.

The results? 100k views in under 24 hours with a total watch time of 3,000 minutes on Facebook.