Start Up Blog

Dubai series: Hijack Advertising

Posted in entrepreneurship by Steve Sammartino on January 31, 2009

The photo below is on the car of the guy I am staying with in Dubai. Have a look at the wheel cover on his 4 wheel drive, of which there are more than sedans on the road in said location.

wheel-cover

You’ll notice that it has a cover on it for ‘Danube’ which happens to be a building materials company. Funny this is ‘Michael – the car owner’ doesn’t work there. He told me one day he returned to his vehicle to find it placed on his spare wheel.  I asked him if it annoyed him, and he proceeded to tell me, it doesn’t worry him as it protects his wheel, and it is a bit of a hassle to remove. Yep, he hasn’t got around to removing it yet…

Subsequently I noticed these on many cars in Dubai. Seems the other owners of the hijacked cars haven’t bothered to remove theirs either.

It’s an interesting piece of advertising and media invention.
It is giving an item of value to the hijacked, that is the wheel cover, but on the same token it’s very interruptive. If the cover get’s thrown away, it becomes a costly exercise for the advertiser. I’m not sure it would be tolerated in a western market, but it’s innovative non the less.

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One Response

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  1. Ribbon said, on January 31, 2009 at 11:13 pm

    I like your blog!


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