2016 Winners & Shortlists

Brief Explanation

Lucky draws are the bread and butter of promotional activity of brands and malls during DSF. Two insights were married together The first - millennials are always chasing the new, the different, the incredible, the newsworthy. The second insight was that entering prize draws are not news worthy, but getting a great deal is a story worth sharing. The result, to offer customers deals that lived up to Dubai's brand of impossible by being Beyond any offer that had come before or could be found elsewhere in Dubai We created impossible deals 32 days 32 impossible deals

The Campaign

For 32 to days we communicated with our audience on a daily basis. From SMS and email notifications, to a countdown timer hosted on a microsite. Each day communicating that we were are proud sponsors of Dubai Shopping Festival, and what better way to celebrate than to announce impossible deals, every single day. The deals were offered on a daily basis on a first come first serve basis. First people would opt in to the bonanza then they would receive the deal of the day by SMS and email, at 2 PM every day. The first people to click for the deal would be the ones that got the deal. As well is the daily communication on the next days deal, which ran through the line. We also promote the campaign with viral videos featuring impossible moments in Dubai, as well as influencer and digital media.

Creative Execution

The campaign was first launched Internally a few weeks before DSF, this was in order to boost interest whereby, separate from the main DSF promo, the client launched a similar employee engagement. Press - Press was then rolled out both at home and abroad teasing people about the promo and targeting those who would be travelling to Dubai for DSF. The CTA was for people to sign up on the site. Digital / Social sign up drive - Digital display and sponsored social posts featuring thematic messaging launched nearly at the same time as press again, leading people to sign up pre DSF. Once DSF started press, social and display was focused on using the specific daily deals to drive sign ups. Viral content - we then launched 3 videos that would raise the awareness of #ImpossibleDubai to support the campaign

When all involved are whatsapping you live sign up figures over the weekend, every weekend you know the client has had an incredibly successful campaign! Not only did we have a huge sign-up but the client also had so many partners who we had originally pitched the idea to, already offering their products / brands for next year's DSF. So next year's DSF is going to be even bigger and more impossible! We met the majority of the consumers that had won the prizes and the most occurring message from them was "I thought it was fake / unreal but I tried any way and it came true!"