2012 Winners & Shortlists

The Campaign

Shopping festivals conventionally marketed themselves as the place for shoppers to find promotions and discounts. As such, the shopping experience stopped when money changed hands. When we looked closer at the Dubai Shopping Festival and how it has evolved into a "catalyst" for the city of Dubai in the last 16 years, one thing became clear: DSF has redefined shopping to include experiences beyond simple transactions. DSF is as much about the Dubai as it is about shopping. Simply put, DSF is DUBAI AT ITS BEST.

Success of the Campaign

The campaign launched simultaneously in press, outdoor, TV, tactical radio and on ground activities. In press and outdoor, we launched with a seamless panoramic visual of Dubai from morning to night, from the beach to the city, highlight hundreds of experiences of DSF in between. The panorama was then cropped into many sections and ran individually as tactical print ads. Each tactical print ad was complemented by radio and on ground activities. Meanwhile, the TVC followed one family’s journey across the panoramic visual, starting at the beach in the morning and ending in the city at night.

Describe how the campaign/entry was launched and executed across each channel in the order of implementation.

The campaign helped DSF 2012 eclipse last year’s figures by all measures: DSF plays big role in increasing international shopping footfall…some tour operators are already enjoying an increase of 30-40% compared to 2011 - GULF NEWS. Visa reported a 37% increase in spending during the first week of DSF 2012 - THE NATIONAL. Indians traveling to Dubai for DSF has gone up by at least 25 per cent over last year - THE HINDU Dubai Duty Free saw an 18% increase over the same period last year. Eros Group the leading electronics distributor reported that overall business grew by 52%. Harman House also announced a 42% increase in sales. - AMEINFO