2019 Winners & Shortlists

Background.

Background In November 2018 The Dubai Mall, the world's most visited mall, was turning 10. Along with its 1,600 retailers, the mall wanted to have a tenth birthday party like no other. They engaged us to execute The Dubai Mall 10 Year Anniversary campaign on November 2018. What followed was a social-led campaign that used a series of creative ideas to generate social engagements, media coverage, influencer shares, participation and ultimately, footfall and sales. Strategic objectives Increase mall footfall by at least 5% within the month of November Increase in-mall spend to USD $ 7 million within the month of November Campaign objectives By the end of November 2018, the campaign targets were to achieve an increase in reach and engagement on social media platforms to raise awareness about The Dubai Mall’s 10 year celebrations and as a by-product, to increase footfall and in-mall spend

Describe the creative idea.

The chosen strategy The decision was made to take all these celebrations directly to the heart of the digital world, Social Media. The celebrations had four main pillars: Giving, Fashion, Entertainment and Shopping and ran activations in the mall and on social media that supported each of the pillars. The Wishing Tower We decided to grant wishes as part of our 10 year celebrations!  Take a photo of your favorite item at the mall  Tag @thedubaimall and the store Use the hashtags #TDMWishes & #TDM10  A wishing tower shaped as the number 10, was stationed at The Grand Atrium where it displayed all the wishes in real time. Moderation of wishes was done in real time. Three Emaar Apartments: were given to three of the most active users of TDM mobile application. The B-Squad: paid shoppers F&B bills daily. This was promoted exclusively on social media to drive footfall.

Describe the strategy.

Research We carried out a SWOT analysis and benchmark analysis against other top malls in the country. We reviewed people’s feedback to us about the mall through our social media channels and guest services desks. We’ve reviewed stats from past campaigns and learnings discovered from these campaigns Findings We discovered that The Dubai Mall has a reach and awareness challenge when compared to other malls, The Dubai Mall’s social media approach wasn’t reflecting the on-ground activities taking place at the mall in its entirety. We discovered that people like to visit but don’t necessarily spend as much in the mall as they do in other malls. Plus other malls were closer and provided incentives to shop such as loyalty programs. The Dubai Mall had a loyalty program that visitors were unaware of. Other destinations collaborated with influencers frequently thus, extended their reach. They’ve attracted more visitors through their entertainment attractions.

Describe the execution.

(cont.) Influencer outreach We partnered with influencers to spread the word these included Ali Al Jassim, Taim Al Falasi, Mina Al Sheikhly, Deema Al Assadi and Sherif Fayed. Influencers videos alone received a total of 300,000 video views Fashion We used the 10 year milestone as an opportunity to launch the new extension of Fashion Avenue at TDM through the campaign #VogueLovesFA and strong content exclusively shared on social media. The successful event was attended by numerous celebrities and influencers including Naomi Campbell, Joelle and Nancy Ajram. Shopping Shoppers could get the best deals in town during the #TDM10 super sale weekend. During that weekend shoppers earned double Skyward points through uploading their receipts on The Dubai Mall App Entertainment The Taliseman Show is a laser and light spectacle that was the highlight of our entertainment pillar during our 10 year celebrations which was exclusively promoted on social media platforms.

List the results.

Results vs campaign objectives: Social Media: 281,000+ engagements, a 57% increase from the previous month. 73.15+ million impressions. 178,500+ wishes made with #TDMWishes, 180 wishes granted.   PR: USD$8 million in earned media coverage. 934 hits of coverage locally, regionally and internationally. 215 million people reached. Footfall: TDM witnessed a 11% increase in footfall during November 2018 compared to the same period the previous year. 10% increase in footfall during #VogueLovesFA compared to the same period the previous year. 170,000+ people watched The Talisman Show. B-Day Squad surprised customers by paying 1,093 bills in 25 days.    Sales: 13,000+ unique entries into TDM app to win the luxury apartments, totaling USD $11.5+ million in spend. TDM Gift Card promotion of a 10% top-up resulted in USD $11.5 million in sales. TDM's loyalty programme with Emirates Skywards witnessed a 9.4% increase in scanned receipts, and 16.2%+ new members. Additional achievements- Q4 2018: https://www.thenational.ae/business/emaar-malls-fourth-quarter-net-profit-grows-2-as-it-expands-outlets-and-retail-offerings-1.825422