Nine Radio Stations, One Showroom, One Unforgettable LEPAS Celebration

Following the opening of the LEPAS showroom in Deira, Al Ghurair Mobility set out to introduce the brand to the country in a way that matched its ambition. As the exclusive UAE dealer for LEPAS, the aim was to let the wider public experience firsthand a brand built on the "Leopard Aesthetics" design philosophy and its proposition of Drive Your Elegance. To do exactly that, Al Ghurair Mobility partnered with the Arabian Radio Network and turned the showroom into the heart of a citywide celebration.

Across the campaign, all nine ARN stations broadcast their live shows directly from the LEPAS showroom. Virgin Radio 104.4, Hit FM 96.7, Dubai Eye 103.8, Dubai 92, City 101.6 FM, Tag 91.1 FM, Al Arabiya 99 FM, Al Khaleejiya 100.9 FM and Radio Shoma 93.4 FM all invited their listeners to come down and experience the brand for themselves. Visitors were welcomed onto the showroom floor to explore the L8 and the L4 up close, sit behind the wheel, and take both models out on the road for a test drive. Every guest was also invited to register for the chance to win a brand new LEPAS L4 of their own.

The celebration then extended well beyond the showroom. Twenty of the most enthusiastic listeners were selected to join the RJs from all nine stations for a family day out in Hatta, filled with activities, entertainment and prizes for everyone who attended. The journey continued to Jebel Ali for a gala dinner, where the grand prize was awarded and the campaign reached its high point. A loyal listener of Tag 91.1 FM took home the keys to a brand new LEPAS L4, driving away in a car of their very own.

The activation brought LEPAS to thousands of people across the emirate and gave the brand a debut worthy of its arrival. As LEPAS settles into its new home with Al Ghurair Mobility, this is one more milestone, and there is much still to come.