2015 Winners & Shortlists

The Brief

Business Objectives: Measuring the success of a shopping center depends primarily on two factors- Footfall and Sales/Conversions. Our objectives were no different, with KPI’s set for 15% sales/conversion increase and xx% footfall increase. Communication Objectives: MAF promises ‘great moments for everyone, everyday’. Our KPI’s were to ensure maximum visibility of these ‘moments’ in the region and beyond to ensure MAF’s positioning as the ultimate family entertainment destination. To this affect, PR coverage goals were set at 100% increase from previous year. Social Media Objectives: Since word of mouth and ‘talkability’ are imperative for a campaign of this nature, social media reach was an integral part and reach KPI’s were set at 5M.

Describe how the promotion developed from concept to implementation

People in Dubai are spoilt for choice when it comes to entertainment options, but rarely are these engaging and truly appealing to families and people of all ages, young and old. This consumer insight got us thinking about how we can give mall goers a memorable experience that is relevant to everyone. Board games are a reliable platform for quality family+friends time and Monopoly is the most recognizable one.Not only would families be in close proximity to world class shopping and dining options, but would also have the once in a lifetime opportunity to play the iconic board game at a mall with their loved ones for a chance to win real prizes.

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

• Highest sales revenue outside a government festival-period, with transaction values higher by +23% at MOE, +30% at CCDeira and +33% at CCMirdif vs the second-best performing campaign outside government festival-period • Outstanding Ar-En PR coverage in top-tier media reaching front-page coverage on prominent newspapers & international media (CNN) generating PR value worth USD 473,198 in two weeks • Multiple touch points & digital engagements activities (Selfie-opportunities, live-tweeting & posting in-game) resulted in 204,521,390 reach on social platforms, with notable increase of fans on Facebook/Twitter/Instagram (20,000 fans/followers) • 5% of MOE participants, 9% of CityCentreDeira and 8% of CityCentreMirdif were unique/new shoppers participating in Malls Shop & Win promotion/activation.

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

To do justice to the campaign, we had to ensure that our communication strategy was unique, memorable yet universal. Given its universal recognition, we incorporated iconic Monopoly assets into our communication. The media+creative strategies brought aspects of the Monopoly game to life in mass media. Monopoly assets were incorporated into our ATL media (bus shelters like houses, fictional property deals with Mr. Monopoly etc). Examples of gameplay and prizes on social media and in-mall branding played an important part in the path to purchase as the larger than life imagery of the Silver Monopoly Car and Monopoly Jail generated instant nostalgia and a need for mall goers to participate, which led to maximum conversions