x Abu Dhabi, UAETuesday 25 July 2017

Motorola says Dubai advert is longest ever

Motorola has installed a 222-metre advertisement at Dubai International Airport, which it says has already prompted a 40 per cent uplift in sales at duty free.

Motorola's advertisement at Dubai International Airport spans 222.65 metres - the length of 26-and-a-half old London double-decker buses.Pawan Singh / The National
Motorola's advertisement at Dubai International Airport spans 222.65 metres - the length of 26-and-a-half old London double-decker buses.Pawan Singh / The National

Long advertisements are often a turn-off for many consumers - but for one mobile-phone manufacturer, they are something to shout about.

Motorola Mobility, which was recently acquired by Google for US$12.5 billion (Dh45.9bn), says it has created what it believes to be the world's longest indoor advert.

It is based at Dubai International Airport, in the latest superlative for a city that already boasts the world's tallest building and the biggest mall.

The advertisement spans 222.65 metres - the length of 26-and-a-half old London double-decker buses. It takes more than five minutes to pass the advert on the airport's moving walkway, or about three minutes if you walk in a conventional manner.

Motorola is applying to Guinness World Records over its advertisement, which runs the length of the walkway between the Terminal 1 check-in area and duty free.

"In terms of an indoor visual advertising piece, I'm not aware of anything bigger than this," said Mahmoud Sayedahmed, the head of marketing for Motorola's mobile division in the UAE. "We're in the process of submitting an application to the Guinness Book of Records."

The advertisement features nine illuminated panels, which tell the story of Motorola's formation 80 years ago. Milestones include Motorola providing radio equipment for Nasa's 1969 Moon landing, the world's first commercial mobile phone, and the launch of ultra-thin Razr mobile handsets.

The advertisement - along with associated branding in the Dubai Duty Free area - is already paying off, Mr Sayedahmed said. "It's only been three weeks. But we've seen about a 40 per cent uptake in our sales in Terminal 1 as a result."

He declined to say what the advertisement cost.

"At 222 metres, it is one of the longest advertisement of its kind anywhere in the world," said Eugene Barry, the senior vice-president of commercial at Dubai Airports.

"We'll have to wait for Guinness to tell us," said Mr Sayedahmed.

bflanagan@thenational.ae