Dubai Holding, in collaboration with Magna MENA and Smartifai, has undertaken a pioneering initiative in the MENA region to address climate change and sustainability concerns through innovative advertising techniques. The primary goal was to effectively communicate Dubai Holding’s corporate message regarding COP28 and sustainability to the right audience, ensuring it was not only heard but also felt.Smartifai utilized advanced technology to analyze contextual signals and addressable contexts, identifying and engaging users interested in topics related to COP28, sustainability, and climate change.The campaign focused on targeting precise audiences in the open web ecosystem who were interested in climate change and COP28 topics, minimizing wastage and enhancing campaign efficiency.Various ad formats such as In-Screen and In-Image ads were employed to map users’ context and place them within relevant reading contexts, enhancing the resonance of the message.Smartifai collaborated with Adelaide, a global attention measurement partner, to gauge the level of attention individuals gave to the ad content, ensuring deep resonance with the target audience.The campaign achieved remarkable results, including a doubled display click-through rate (CTR) and a 50% increase in ad interaction rate compared to the benchmark. Additionally, it surpassed the global attention benchmark by 25%.Georges Oneissy from Magna MENA emphasized the innovative approach's success in transforming climate change topics into compelling narratives.Theodora Haddad from Dubai Holding highlighted the campaign's significant contribution to COP28 and sustainability, emphasizing the importance of strategy and approach in captivating audiences. Santadip Roy from Magna MENA highlighted the commitment to excellence and innovation in delivering impactful results for clients.The collaboration between Dubai Holding, Magna MENA, and Smartifai showcases a forward-thinking approach to addressing critical global issues through creative advertising strategies, aligning with Dubai Holding's commitment to sustainable practices and societal impact.