Mall of The Emirates celebrated its 20th anniversary with a vibrant campaign that combined nostalgia, culture, and innovation. Marking two decades as a cultural and retail landmark in the UAE, the mall invited shoppers to take part in a fully integrated celebration across both physical and digital platforms. The campaign successfully captured the essence of the mall’s journey and reinforced its position as a hub for community, creativity, and premium experiences.
The celebration included high-profile events and activations such as the Bandaloop Aerial Performance, the Global Runway under the newly rebranded Fashion Dome, and the AllSaints Customisation Lab pop-up. Shoppers also earned 20 times more points through the SHARE loyalty programme, offering an incentive that appealed to both luxury and mass-market visitors. The campaign ran across TV, radio, digital, online, and social media platforms, reaching a wide and diverse audience.
Michelle Walsh, VP of Marketing and Communications at Majid Al Futtaim, highlighted the significance of the mall over the past two decades. She said that Mall of The Emirates has evolved into more than a shopping destination, becoming a cultural landmark where community and creativity flourish. To commemorate this milestone, the team designed a month-long program of activations and experiences that celebrated the mall’s 20-year legacy.
Celebrating the Past, Present, and Future
The anniversary campaign was built around the themes of nostalgia and innovation, heritage and modernity, and emotion and aspiration. This approach allowed the mall to connect deeply with its audience while highlighting its transformation over the years.
The campaign’s narrative had three key anchors. The first focused on the past, celebrating milestones, memories, and a loyal customer community. The second highlighted the present, showcasing a vibrant celebration of culture, togetherness, and shared experiences. The final anchor looked to the future, emphasizing innovation and world-class experiences that will define the next chapter of the mall’s journey.
By blending timeless stories with modern expressions, the campaign reinforced the mall’s reputation as a destination that appeals to multiple generations. It also allowed customers to reflect on their personal memories with the mall while engaging with new, exciting experiences.
Engaging Customers Through Culture and Creativity
The campaign specifically targeted Emirati customers, high-value shoppers seeking luxury experiences, and the wider community who frequent the mall. Content focused on celebrating Emirati culture and evoking nostalgia for those who have visited the mall since its opening. This approach created a personal connection with the audience, emphasizing the mall’s role as a space where memories and experiences are shared.
The team also engaged influencers who were genuine friends of the brand, encouraging them to share their experiences and perspectives. This strategy helped reach new audiences while reinforcing loyalty among existing patrons. Exclusive offers and experiences ensured inclusivity across all customer tiers, making the campaign accessible to everyone from luxury shoppers to mass-market visitors.
Key Events and Activations
The Bandaloop Aerial Performance was a standout event that combined art, athleticism, and architecture. The visually stunning performance captivated visitors and drew attention from both shoppers and media, creating memorable moments throughout the campaign.
The Global Runway event under the newly rebranded Fashion Dome highlighted Dubai’s fashion scene, showcasing both international and local designers. This activation reinforced the mall’s position as a trendsetter in fashion while offering an immersive experience for shoppers.
The AllSaints Customisation Lab pop-up allowed visitors to personalize their purchases, blending retail with creativity. This experience emphasized the mall’s focus on innovation, premium experiences, and customer engagement.
Driving Loyalty Through the SHARE Program
The campaign also focused on rewarding customers through the SHARE loyalty program, offering 20 times more points on purchases during the anniversary period. This initiative drove excitement and encouraged repeated visits to the mall. Within 24 hours, the SHARE activation generated four times the usual sales, equivalent to two operating days at the mall.
This approach strengthened customer relationships while ensuring that every visitor, whether shopping for luxury or everyday products, felt included in the celebration. It also highlighted the tangible benefits of loyalty programs in driving engagement and sales.
Media Reach and Engagement
The 20th-anniversary campaign achieved impressive media performance. It secured 42 media clippings and 66 social media stories and posts, collectively reaching a total audience of 36.5 million. The Advertising Value Equivalent (AVE) for the campaign exceeded US$614,000, and social media impressions surpassed 322,000.
The campaign demonstrated that anniversaries can be transformed into movements that celebrate legacy, emotion, and ambition. By creating shareable moments and leveraging influencers, Mall of The Emirates reinforced its brand identity while reaching new audiences and maintaining loyalty among existing customers.
Resonating With Audiences Through Storytelling
A key element of the campaign was its ability to combine storytelling with experience. By evoking nostalgia and highlighting innovation, the mall connected with audiences on an emotional level. Content emphasized the milestones and memories that define the mall’s past while showcasing modern experiences that continue to inspire shoppers.
Walsh explained that the campaign celebrated the mall’s journey as ‘The Mall of Endless Possibilities’ and reinforced its status as a place where aspirations and creativity come alive. This dual focus ensured that the campaign appealed to a broad demographic while maintaining cultural relevance.
Looking Ahead: The Next Chapter
As Mall of The Emirates moves into the future, the anniversary campaign laid the foundation for continued innovation and engagement. With the rebranding of the Fashion Dome and the continued integration of creative activations, the mall is poised to remain a leading retail and cultural destination in the UAE.
The anniversary campaign not only reflected on past achievements but also highlighted the mall’s commitment to growth and creating extraordinary experiences. By blending heritage with modernity, Mall of The Emirates continues to offer a platform for creativity, connection, and inspiration, ensuring that its legacy will continue for decades to come.
Conclusion
The Mall of the Emirates’ 20th-anniversary campaign was more than a celebration of retail. It was a tribute to two decades of culture, community, and creativity. Through high-profile events, influencer partnerships, and innovative loyalty activations, the campaign reached millions and generated over US$614,000 in media value.
By connecting nostalgia with innovation, the campaign reinforced the mall’s identity as a destination of endless possibilities. It successfully engaged loyal customers and welcomed new audiences, leaving a lasting impression that will carry the mall forward into its next chapter.
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