In Jordan, Seagulls, a 29-year-old Digital Out-of-Home (DOOH) brand, faced a perception challenge: local small businesses viewed them as elitist and untouchable. As their 29th anniversary approached, we decided to rewrite their narrative, aiming to be approachable yet bold. So we asked ourselves:

What if our billboards flirted with viewers? 

This ignited a vibrant rebrand, integrating their expanded house of brands DOOH, broadcast, and CTV, under the tagline “Where bold brands soar.” Playful billboards winked at passersby with lines like “You are outdoorable”, “I love you this much”, while social media pulled the community closer. Seagulls went from distant to down-to-earth, empowering local marketers to soar.

Key Outcomes:

• Surging Visibility: Website traffic soared by 37% within three months, reflecting heightened interest from local businesses.
• Team Expansion: Employee growth climbed 27%, strengthening Seagulls’ capacity to deliver innovative solutions.
• Media Buzz: The campaign garnered over 250 press mentions, amplifying Seagulls’ bold new identity across the region.