2015 Winners & Shortlists

Results and Effectiveness

The campaign has been executed recently, but we trust Dubai-ans, who love good deals, to spread the goodwill by shopping there in droves. And we’re confident that its Friday Sales will draw bigger crowds. Intangible results? Some leading publications and retailers have already shown keen interest in turning this into a bigger initiative through PR for center, product donations and display of the ‘camouflaged catalogue’.

Creative Execution

Shoppers in Dubai love upgrading all the time. It’s why offer catalogues are everywhere: inserted in newspapers, dropped at doorsteps and handed over at the stores. We devised a unique solution to reach out to these shoppers to make them shop for good and donate their downgraded products. Targeted users received a special catalogue 'exclusive one-off products' delivered at their doorsteps along with the other shopping catalogues. This 'camouflaged' catalogue showcased the some of the branded products available in the shop as well as empty sections with an appeal for users to donate their products.

Insights, Strategy and the Idea

Dubai is synonymous with shopping. Last year, its largest mall received 80 million visitors. But in an old corner of this city, is a shop wishing for a fraction of those shoppers and some awareness. The Dubai Charity Shop is a unique store that sells ‘gently used’ goods to raise proceeds for the Dubai Center for Special Needs (DCSN), a non-profit organization dedicated to children with various disabilities. Our challenge was to bring this quaint little shop in focus, and get more products donated to it.