2015 Winners & Shortlists

The Brief

Marketing: • Position malls as ultimate entertainment destinations during the summer, achieving regional & international coverage • Activate the malls’ digital platforms and increase fans engagements and mall visits • Boost mall sales and shoppers spend Business: • Generate minimum daily participation of 200 people at the mall (using on sales receipts for chances ensuring participation meant increased sales) Communication: • Maximize visibility of MAF's ‘great moments’ across the region • Ensure MAF’s positioning as ultimate family entertainment destination. • Achieve PR coverage worth 136,500 USD. Social Media: • Achieve a unique reach of at least 2,000,000 across the GCC.

Describe how the promotion developed from concept to implementation

Our key shopper demographic were Resident and Tourists Families. With schools closed and more families are opting for ‘staycations’ summer months mean family bonding time. While spoilt for choice for entertainment options in Dubai, families rarely find something engaging and appealing to generations. Board games are a well-known platform for quality family time, and Monopoly is the most recognized. This gave rise to the larger than life Monopoly at the mall! Not only would families be in close proximity to world class shopping and dining options for the entire family, but would also have the iconic opportunity to play the super-sized Monopoly game at a mall with their loved ones and win real prizes.

Describe the success of the promotion with both client and consumer including some quantifiable results

Business: •Exceeded KPI by 400%+, with over 15,000 participants. •Based on redemptions+gameplays compared to overall campaign spend, over-achieved with ROI of 4.2 for MoE, 4.2 for CCMirdif & 6.8 for CCDeira. •Transaction values +23% at MOE, +30% at CC Deira and +33% at CC Mirdif vs the second-best campaign outside government-festival. Communication: •PR value worth USD473,198 (247% above plan). •Front-page coverage on prominent En-Ar newspapers and international-media (CNN). •2,440+ customers posted on social platforms with #greatmoments Social-Media: •36M impressions on Facebook, reaching 9,715,485 unique users (4.5-times-plan) •40% of impressions organic. •20,000+ new followers across key social-media channels for 3 Malls. •Facebook: 6,500 likes/shares/comments •Twitter: 2,200 mentions/re-tweets •Instagram: 5,200 like/comments

Explain why the method of promotion was most relevant to the product or service

Participation was made extremely easy. Shoppers bought worth 300 AED, got a token to play and the ones with the highest points WON vouchers worth 500 AED! The entire process from purchase to the reward was supported by beautiful smart apps, ensuring a pleasing user experience and engagement. The campaign was digitally controlled by a variety of applications (Registry/Queuing/Control/Board/Tracking) to facilitate a smooth and simple journey for all players. The game board was customized with local attractions (eg Ski-Dubai). The entire experience was closely tied to each mall where the activation took place so the MAF #greatmoments campaign was consistent throughout the entire experience.