ROX
PROJECT BRIEF
Rox Motors partnered with AboFlah to promote the Rox 01 electric vehicle under the "Home on the Road" campaign, targeting local UAE investors and buyers through multi-touchpoint activation. AboFlah attended Make IT Abu Dhabi trade show, visiting the Rox Motors booth and interacting with management before launching an Instagram Live promoting the vehicle. The campaign culminated in an Instagram carousel documenting a seven-emirate UAE road trip, showcasing beachside camping, mountain terrain, the vehicle's 4.4kW portable power capability, luxurious interior, and cultural heritage sites. The "Home on the Road" narrative transformed the electric SUV into a lifestyle enabler emphasizing adventure, self-sufficiency, and comfort, proving strategic for Rox Motors' investment attraction goals as AboFlah's authentic documentation lent credibility to the emerging local automotive brand competing in the UAE's growing EV market