2022 Winners & Shortlists

Background

For UAE’s 50th National Day, Majid Al Futtaim (a leader in lifestyle experiences in the region) aimed to celebrate their historical collaboration with the country that arguably put the UAE on the map! Though a young country, the UAE is home to locals and expatriates alike in its fast-paced development. Due to the revolving door like residential situation, brand association is an issue for the company; people know its brands but don’t know who they belong to. For a country known for its "now", Majid Al Futtaim wanted to remind the audience of its contribution throughout "then". For this Majid Al Futtaim asked for a social- and digital-led campaign to create awareness of the company's involvement and the "Great Moments" (their slogan) they've brought to the country in those past 50 years.

Describe the strategy

The target audience was the UAE nationals and residents; the latter was made up of a wide expatriate audience that made up 71% of the UAE. These include Pakistani, Filipino, Indian, European, British, Bangladeshi, Sri Lankan and more of all ages and genders. Throughout the years, Majid Al Futtaim had been part of bringing a lot of "firsts" to the country. Such as the region’s first indoor ski resort, Ski Dubai, and the first shopping resort, Mall of the Emirates. These "great moments" experiences (as they’re coined) among others impacted the target audience throughout the years and made the UAE a place to be while at the same time not forgetting the heritage those ideas built on. Our approach was to highlight that contrast between the past and present, how it’s tied together with culture and inclusivity, and adopt the best practices on the desired channels while doing so.

Describe the execution

Great Moments min il ‘aw-wal (which means “from the beginning”) was the big idea of the campaign. Four videos were devised that highlighted different brands that made a noteworthy impact in the country: Ski Dubai, Mall of the Emirates, Carrefour and VOX Cinemas. Each video would create a contrast between "then" and "now" by featuring 2 scenes: one that focuses on the heritage of the UAE and the other that highlights a modern iteration of that culture as brought to you by Majid Al Futtaim. The content was inclusively targeted across the seven Emirates for seven days on Instagram, Facebook, LinkedIn and TikTok. The wider brand family would also add their custom yet unified key visuals across digital and social channels, led by the four aforementioned videos.

List the results

The social media posts achieved the following organic results: - 1.9M views - 14.5K likes - 128 shares - 130 comments, only 8% of the comments had negative sentiment. The content also achieved the following results through paid promotion: - 9.2M reach - 440K engagement Compared to most Majid Al Futtaim campaigns throughout the year the campaign performed XX% (average) times better.