2016 Winners & Shortlists

Brief Explanation

The Mall of the Emirates has established itself as a premier shopping destination, but for our 10th year anniversary we wanted it to be the 5th fashion Capital of the world. With competition from 100 premier shopping malls in our region, we had our work cut out for us and needed to do something exciting and new. In a time where the traditional, tired catwalk is considered ‘the standard’ when marketing luxury fashion, we knew it wasn’t big enough for us and we weren’t going to do the same thing every other shopping mall was doing.

Results and Effectiveness

Not only did we reach 30,000 shoppers, along with 3,000 fashion marketers and influencers, but also had 16,000 fashion enthusiasts view the launch via a live YouTube masthead. Foot traffic increased by 8% after we were able to show just how crucial the Mall of the Emirates is to the fashion world. Shoppers know when it comes to fashion, our destination, MOE is world class. We told the story of fashion, spanning cities and eras of styles to transport viewers with a new experience and established Mall of the Emirates as the 5th Fashion Capital of the world.

Creative Execution

We created a ground-breaking holographic fashion show taking viewers on a journey through space and time, showcasing the history of luxury fashion and for the first time, the fashion world could see multiple luxury brands in a single event A series of teaser videos were created with Chanel Iman inviting people to the exclusive event and when they arrived they witnessed a revolutionary fashion show, brought to life in the form of 3 dimensional holograms. The 10 minute film was unveiled and became the centrepiece of Mall of the Emirates and was also streamed live across a YouTube homepage masthead

Insights, Strategy and the Idea

We invited 3,000 marketers and key luxury fashion personalities to a special event, knowing they would be excited to see something new and re-iterate MOE’s luxury fashion experience. To shatter the boring catwalk, we brought together a world-class fashion model and the world’s top luxury brands in a single event and we knew the intrigue and status of fashion would have been enough to secure our event as one not to be missed. However, we didn’t stop. We had to embrace technology to give our event the status to turn the fashion industry on its head.