How Adidas Scored Big with the Dubai Frame: Measuring the Impact of Out of Home Campaigns

When Lionel Messi lifted the World Cup trophy in 2022, Adidas was ready. Not just with a jersey, but with a giant, gold moment in the heart of Dubai. Projected on the city’s iconic Dubai Frame, an enormous image of Messi holding the trophy dominated social media feeds across the globe. But here’s the twist: the billboard wasn’t real — it was CGI.

Despite that, the results were anything but fake. Adidas racked up a staggering 250 million organic views from the campaign, sparking a case study in how impactful Out of Home (OOH) advertising can be — especially when measured correctly.

So, how do you really measure success in a campaign like this

1. Start with the Right Metrics

OOH campaigns today go far beyond “eyeballs” and impressions. For Adidas, success wasn’t just how many people might have seen the billboard — it was about how many people engaged with it.

Here are some key metrics worth tracking:

• Organic reach and shares on platforms like Instagram, TikTok, and Twitter
• Earned media value, calculated from press mentions, reposts, and influencer engagement
• Web traffic spikes correlated to campaign launch times
• Sentiment analysis to gauge public perception across languages and regions
• Sales uplift in relevant regions or products

At OOH.ae, we work with media owners and tech partners in the UAE to help brands track both real-world impressions and digital halo effects.

2. Leverage Location-Based Data

Although the billboard was virtual, its placement on the Dubai Frame gave it geographic power. This wasn’t a random skyscraper — it was a landmark that frames the old and new city, symbolising heritage and ambition. A perfect backdrop for a GOAT.

When planning OOH in the UAE, advertisers can leverage:

• Footfall analytics around key landmarks like Dubai Frame, Burj Khalifa, or Sheikh Zayed Road
• Mobile tracking data to see who was in proximity and how long they stayed
• Tourism data to estimate international reach for campaigns located in high-traffic areas

3. Track the Earned Amplification

The Adidas campaign didn't rely on paid media to go viral. Instead, it relied on smart creative, cultural timing, and a touch of digital magic.

You can measure earned amplification through:

• Hashtag tracking: Count posts, engagements, and geographic origin
• Influencer reposts and mentions
• Press coverage: How many publications featured the campaign, and what’s the potential reach?
• Social listening tools to monitor how long the campaign lives in the conversation

At OOH.ae, we help brands tap into these layers, especially with campaigns that bridge physical presence and social buzz. Contact us to find out more.

4. Measure Brand Lift & Sentiment

Brand perception is harder to quantify, but tools like YouGov, Google Brand Lift studies, and post-campaign surveys can help brands gauge:

• Increase in brand favourability
• Recognition and recall of the ad creative
• Emotional connection or cultural relevance (like Adidas tapping into Messi’s legacy)

With a strategic post-campaign review, we identify not only what worked — but why it worked.

5. Benchmark Against the Market

A key takeaway from the Adidas case is how it stood out in a sea of World Cup marketing. To truly measure impact, it helps to compare against:

• Other brand campaigns during the same period
• Average engagement benchmarks for the platform and format
• Historical campaign data from your own brand or competitors

From Dubai Frame to Global Fame

Adidas didn’t need a physical billboard to make a global impact. But they did need a smart location, an iconic moment, and a strategy that understood how today’s OOH blends seamlessly with online buzz.

Whether you’re planning a show-stopping stunt or a city-wide campaign, we can help you not just be seen — but measured.