2014 Winners & Shortlists

Results and Effectiveness

Around 720,000 people were exposed to chairlift benches in JBR just 4 weeks. During the same period Ski Dubai’s sales increased by 17% year on year and footfall increased by 3%. The concept was so successful that Ski Dubai replicated the effort at Dubai Airport’s busiest terminal by turning 10 more benches into chairlifts

Creative Execution

JBR is one of the busiest beach destinations in Dubai. We turned ordinary public benches into ski chairlifts to simulate the Ski Dubai experience. The chairlift benches visually excited visitors and more importantly gave them a photo-opportunity they would cherish for a long time.

Insights, Strategy and the Idea

Ski Dubai is the largest indoor Ski dome in the Middle-East. In a region where temperatures can cross 45 degrees in summer, Ski Dubai is a welcome escape from the heat. But UAE is home to endless numbers of leisure attractions. So how do we make Ski Dubai standout against competition especially during peak summer season ? One of Ski Dubai’s key attractions is the Ski chairlift. What if we take the chairlift to a place where you least expect to see it– the beach !