InsuranceMarket.ae has given its beloved mascot Alfred a fresh new voice that is reaching audiences across the UAE airwaves. To celebrate the launch, the brand partnered with Arabian Radio Network (ARN) to roll out a creative radio campaign that made listeners sit up and take notice.
The campaign was more than a typical spot. It combined traditional radio advertising with interactive ARN competitions, drawing listeners into a fun and memorable experience that boosted brand recall.
Alfred Takes on a New Sound
Alfred has long been the voice of InsuranceMarket.ae. By introducing a refreshed voice, the brand aimed to strengthen its bond with customers and make Alfred feel more engaging for a new generation of listeners.
Radio was the perfect platform for this update. With millions of UAE residents tuning in daily, radio advertising provides a powerful way to reach people during commutes, at work or at home. According to the UAE Media Outlook Report, radio continues to attract more than 4.2 million weekly listeners across the Emirates, making it a trusted and effective medium.
A Campaign Designed to Engage
The launch campaign stood out because it was interactive, not just informative. Instead of limiting activity to standard radio spots, InsuranceMarket.ae worked with ARN to build competitions that allowed audiences to play along.
Listeners were asked to join fun challenges such as:
- Spot Alfred’s new voice in different on-air moments
- Take part in impersonation games where fans mimicked Alfred’s style
- Win prizes for the best and most entertaining entries
These activations turned a simple announcement into a buzzworthy experience. They helped people form stronger connections with the brand and gave Alfred’s new voice a memorable debut.
For more, check out the case study on how UAE insurance brands are winning big on radio.
Why this Strategy Works
Using radio as more than a one-way advertising channel gave InsuranceMarket.ae an edge. Research from Nielsen shows that interactive audio campaigns can increase brand recall by up to 30 percent compared to passive formats. By involving audiences, the brand achieved deeper engagement and created conversations beyond the radio dial.
This campaign highlighted three core benefits of radio advertising in the UAE:
- Mass reach across multiple nationalities and languages
- High frequency that keeps the brand top of mind
- Interactive opportunities with competitions and on-air games
Building Stronger Brand Affinity
The updated voice for Alfred was more than a sound change. It symbolised a refreshed identity for InsuranceMarket.ae while keeping Alfred recognisable. The competitions gave listeners a chance to be part of that change, strengthening trust and loyalty.
By linking a new voice to audience interaction, InsuranceMarket.ae reminded customers why Alfred is one of the most recognisable brand characters in the UAE.
What Advertisers Can Learn
Brands that want to advertise on UAE radio can take inspiration from this campaign. Creativity and interaction matter as much as airtime. When listeners are given a chance to join the conversation, campaigns become more than messages; they become experiences.
Radio remains one of the most cost-effective and engaging advertising channels in the UAE. From stations like Virgin Radio Dubai 104.4 to Dubai Eye 103.8, brands have access to diverse audiences that trust and engage with their favourite hosts.
Take Your Brand to New Heights with UAE Radio Ads
InsuranceMarket.ae’s campaign shows the power of creativity in radio advertising. If you want to connect with millions of listeners and build stronger brand recall, the UAE’s radio networks provide the perfect stage.
Airtime Arabia is a trusted partner for radio advertising in the UAE, standing out by combining deep local market knowledge with creative campaign strategies that deliver real results. Get in touch with us today to find out how you can advertise on the UAE’s leading radio stations and create memorable campaigns that resonate.
FAQs
What is Alfred’s new voice campaign about?
InsuranceMarket.ae introduced a refreshed voice for Alfred through UAE radio with spots and listener competitions.
How did listeners engage with the campaign
Audiences joined ARN-hosted competitions by spotting Alfred’s new voice and trying impersonation challenges.
Why did InsuranceMarket.ae use radio for this launch?
Radio reaches millions of UAE residents weekly and allows interactive campaigns that drive brand recall.
Can other brands run similar campaigns?
Yes, with the right creative approach and partnerships, any brand can use UAE radio to create engaging campaigns.
