2019 Winners & Shortlists

Why is this work relevant for Brand Experience & Activation?

This project serves as a successful case study to establish how an exciting idea, combined with a well-thought-out strategy can offer a whole new kind of brand experience. It is about transforming an existing space into an exciting world that has something to offer for everyone. The zestful execution of the key idea and the customer-centric focus make it an example of thematic activation. It is both a marketing innovation and a unique customer experience, rolled into one. And it is this combination that helped the client overcome a challenge and make his brand a talking point in the industry.

Background

City Centre Deira, a 22-year old mall in Old Dubai, found itself losing out on the millennial parents and the iGeneration. It had an emotional connect with its regulars, but lacked a diverse range of unique F&B and leisure choices. Besides, competition was busy rustling up better options to choose from. Be it a fresh tenant mix or f & b with outdoor seating, temptation was just a 5 to 10-minute drive away. It was time for an upgrade. The task on hand was clear. Change the perception about the mall. Usher in a whole new world of experiences in it that would not only retain the loyal customers, but attract the younger crowd. In short, transform the mall from a stately 22-year-old to a young and trendy retail-within-retail experience zone.

Describe the creative idea.

Bringing ‘outdoors’, indoors People prefer hanging out in the outdoors, Be it the young or the old, fun-seekers or happy shoppers, they wish to connect with experiences that transcend boxed spaces. But how does one create this ‘outside’, inside? By bringing the flavour of the outside world within the four walls of CCD! That was exactly what happened. The mall would now go beyond connecting emotions – it would now curate experiences. The joie de vivre of outdoors would now be recreated indoors. So, when the fiercest rays of the summer sun scorched all of Dubai and when people sought the cooler climes of indoors, CCD transformed a shopping mall into an outdoorsy hangout destination. In short, live performances, movie screenings and pop-up stores, uber cool entertainment and a food hall, all packaged with a mint-fresh concept of outdoors inside a mall – and aptly named INDOORS!

Describe the strategy.

CCD would be the place to be during the peak of summer, for it would be the place where customers could enjoy the best of outdoors, INDOORS! It was designed to have something for everyone – from entertainment zones for families to spend their leisure hour, to a new space where friends could meet and chill- just like you’re outdoors.’ It’s where they would be able to soak in the energy of a food festival, taste the goodness of a farmers’ market, be delighted by the spontaneity of surprise pop-ups, engage in physical activities and live up the joy of live entertainment - all under one roof. INDOORS balances the best of both worlds – a host of outdoor activities in an indoor environment, away from the scorching heat of the summer sun. Homegrown brands, street-food inspired stalls, karaoke and an entertainment zone have mesmerised both residents and tourists alike.

Describe the execution

1,300 sq. m. space. Six weeks. One objective – a superlative launch, This was total transformation of previously boarded-up space into a world of outdoors, created indoors. Things happened in record time. Provisions were brought in – from ACs to lighting, from ceiling to flooring, from kitchens to kiosks, each carefully handpicked and installed to create a unique retail and experiential concept that complemented the tenant mix. INDOORS has proved to be the perfect platform to showcase UAE-based brands and trailblazing local entrepreneurs, like Filli Café and Bait Zait. Dubai’s local favourites that have found a home here include ROUX, modern street food restaurant, 25”55, a millennial hangout named after Dubai’s latitude and longitude, Koshari Point, a modern take on Egyptian street food koshari, and Bulba, an Instagram-worthy beverage joint for several interesting concoctions. This is keeping with CCD’s vision to support local businesses and talent.

List the results.

INDOORS succeeded in building brand affinity with City Centre Deira by delivering an experience that resonated with customers and reaffirmed our commitment to creating Great Moments for everyone, everyday! INDOORS led to 100% positive sentiments for the mall in the middle of its transitional phase 10% of mall footfall went into INDOORS ...over 350,000 visitors generating over AED 1M in sales Repurposed a hoarded-up space and complemented the tenant mix by creating INDOORS with 16 new F&B stalls & 5 homegrown kiosks supporting UAE based business and entrepreneurs Sale / square meter for Indoors was +28 % more productive than previous anchor tenant Reach was 3,085,438 and over 131, 563 people engaged with engagement rate of 4.3% engagement Over 856 organic User generated posts in just two weeks using the #INDOORSatCCDeira PR value was USD 624,838 (+131 % vs. objectives) since the INDOORS Launch