A 25-year story told across voices people already trust
When Franklin Templeton marked its 25th anniversary in the Middle East, the message was clear. This was not just a celebration of time spent in the region, but a renewed commitment to what comes next.
The campaign rolled out across several channels including radio spots, Dubai Tram advertising, print placements and digital video. What made it stand out was how naturally radio and audio carried the brand’s story. In a region where trust, consistency and credibility matter deeply, radio gave Franklin Templeton a familiar and reassuring voice.
Audio allowed the brand to speak directly to professionals, investors and decision makers during moments of focus like daily commutes, office hours and quiet listening time. That is where long-term financial brands often win attention.
Why radio worked so well for this campaign
Radio played a central role in reinforcing Franklin Templeton’s promise of being a trusted partner for the future. Carefully timed spots were aired during peak commute hours, reaching listeners when attention levels were high and routines were consistent.
Stations such as Dubai Eye 103.8 offered access to financially aware audiences, while the broader UAE radio landscape allowed the brand to maintain steady frequency and recall.
Radio’s strength lies in repetition without fatigue. For a message built on trust and longevity, this consistency helped anchor the campaign far beyond a single moment of exposure. If you want to understand why brands continue to invest in this channel, our guide on why audio advertising works explains it clearly.
Podcasts and audio content added depth, not noise
Alongside radio, podcast advertising supported the campaign’s broader audio presence. Podcasts offer something different. They allow brands to exist in longer, calmer listening environments where audiences are actively choosing content.
For financial and investment brands, this matters. Podcast listeners tend to be highly engaged, educated and attentive. When audio messaging appears within trusted podcast environments, it feels less like advertising and more like conversation.
If you are exploring this space, our resource on how to choose the right podcast for your brand message breaks down how brands can align tone, audience and subject matter effectively.
Audio and OOH working together in Dubai
The Dubai Tram execution gave the campaign strong visual presence in key urban areas, reinforcing recognition. Radio did something equally important by carrying the message into cars, offices and headphones.
This is where integrated planning really shows its value. Out of home creates visibility, while radio and podcasts build familiarity and trust over time. When audiences hear a brand they have already seen across the city, recall increases naturally.
For brands looking at transport-led visibility, including buses and tram routes, pairing them with radio is one of the most effective combinations available in Dubai.
What brands can learn from Franklin Templeton’s approach
The success of this campaign did not come from using every channel available. It came from choosing channels that matched the brand’s values and audience expectations.
Radio delivered reach, repetition and credibility. Podcasts delivered depth and engagement. Together, they helped Franklin Templeton reinforce its presence in a market it has served for over two decades.
If you are considering audio for your own brand, exploring the UAE radio landscape through our radio stations guide is a great place to start.
FAQs
Q. Why do financial brands invest heavily in radio advertising?
Radio offers trust, consistency and reach. It allows financial brands to speak to audiences in calm, familiar environments where credibility matters.
Q. Is radio advertising effective in Dubai today?
Yes. Dubai radio continues to attract loyal daily listeners across multiple languages and formats, especially during commute hours.
Q. How do podcasts support brand campaigns?
Podcasts offer engaged, niche audiences and longer listening times. This makes them ideal for thoughtful brand messages.
Q. Can radio work alongside bus and tram advertising in Dubai?
Absolutely. Transport advertising builds visibility, while radio reinforces recall through repeated audio exposure.
Q. How long should an audio-led campaign run?
Most successful campaigns run for several weeks or months to build frequency and familiarity rather than relying on short bursts.
Ready to make your brand heard?
If you are planning a radio, podcast or integrated audio campaign in the UAE or globally, we would love to help. Speak to the team at Airtime Arabia and let’s build a campaign that people actually listen to.
