2010 Winners & Shortlists

Results and Effectiveness

The models pulled 23,000 shoppers (half a football stadium) in ONE DAY. The store subsequently witnessed record sales. In the first three months, 6,000 people signed up for the loyalty programme, 12 times more than expected. The store now has its own database, from which it is building further viral operations to attract even more shoppers.

Creative Execution

We turned Dubai Mall into a giant catwalk, staging runway shows in the most suitable locations within the mall. We created excitement by running impromptu fashion shows, with ‘passers-by’ suddenly becoming models on a runway. Flanked by promoters carrying oversized Galeries Lafayette shopping bags, they led the mesmerized crowds back to the store from key locations in the mall. To build our loyalty database, we partnered with key fashion media to stage VIP in-store fashion shows, inviting 500 selected guests. Fashion Passports acted as mini-catalogues and invites to the loyalty programme. Print, direct and ambient media in the mall supported the activities All registered fashionistas were invited with three friends to ‘Friends of Fashion’ in-store sessions with consultants and photographers, building the database further.

Insights, Strategy and the Idea

When French fashion department store Galeries Lafayette launched in Dubai Mall, the largest mall in the world, it was faced with low brand awareness locally, an economic downturn and a mall that had every iconic brand in the world. Besides rapidly increasing awareness of the store’s fashion credentials among fashionistas, we also had to create footfall to the store and build loyalty through viral media and personal networks. We decided to help fashion lovers find their way to the store in a manner that would resonate with them and created a fashion pied piper from various parts of the giant mall.