A new omnichannel marketing campaign for the BYD Shark 6 has delivered significant gains in brand awareness, attribution, and purchase intent across the UAE and Saudi Arabia, according to results released by Teads and Al-Futtaim Electric Mobility.
Announced in Dubai, the campaign supported the launch of the hybrid pickup from BYD, targeting young automotive enthusiasts through a synchronized cross-screen strategy spanning connected TV and premium digital placements.
The campaign aimed to boost awareness and consideration for the BYD Shark 6 by highlighting its hybrid performance and off-road capabilities. Teads deployed a strategy combining Connected TV (CTV) advertising and online InRead placements to maximise reach and engagement.
The company also used a custom audience strategy that blended proprietary data segments with contextual targeting to improve relevance among car buyers. Creative assets were refined through Teads Studio, including a co-creation workshop designed to optimise performance across both mobile and television platforms.
Campaign performance was measured through a brand lift study conducted by Happydemics, which showed measurable improvements across the marketing funnel. The study found that audiences exposed to both CTV and InRead formats showed stronger positive responses than those reached through a single channel.
Key results included a 10-point increase in purchase intent, a 9-point rise in brand attribution, an 8-point increase in consumer interest, and a 7-point gain in consideration among potential buyers.
“Partnering with Teads allowed us to unlock the full value of a unified, cross-screen strategy for the BYD Shark 6 campaign. CTV captured auto enthusiasts on the big screen, while inRead placements extended reach across complementary viewing moments. Together, this omnichannel approach delivered a significant uplift across key brand metrics”, said Tarek El-Sarw, Senior Manager Digital Marketing & CRM at Al-Futtaim Electric Mobility.
“This campaign is a testament to what’s possible when you collaborate with a brand – the BYD team at Al-Futtaim Electric Mobility – who shows the ambition and collaborative mindset to push beyond a single-format activation and deliver a truly integrated cross-screen experience” explained Marcella Donovan, Head of Strategic Accounts MEA at Teads.
“Each channel played a complementary role; while CTV was instrumental in building initial awareness and interest, inRead placements further strengthened these metrics and ultimately boosted purchase intent.”
The companies said the collaboration highlights the growing importance of omnichannel marketing strategies and reflects Al-Futtaim Electric Mobility’s focus on combining advanced advertising technology with storytelling to engage the next generation of drivers in the Middle East.
