The Brief
Awarded the Five Star award ‘Best Retail Development’ at the Arabian Property Awards 2010, Dubai Festival City Mall is a landmark of two million sq. ft urban retail resorts which forms the eipic centre of Dubai Festival City. Known as one of the UAE’s most exciting retail, dining and leisure attractions, it boasts a stunning marina and some of the emirate’s most photographed sunset vistas. Dubai Festival City Mall offers over 400 world-class retailers, 75 restaurants, cafes and bistros and a 12 screen Novo Cinema complex.
Our brief for this was to create a series of 8 videos promoting Dubai Festival City Mall and its variety of cuisines’ offerings, mainly on the much-loved “Festival Bay” dining, where families can select their favourite cuisine and enjoy their “Iftar” or “Suhoor” while watching a beautiful sunset at a world class attraction.
Target Demographics
UAE nationals
Residents of Dubai
Guests at Dubai Festival City hotels & international tourists (GCC focused)
Northern Emirates and public
Western Expats
Media Distribution outlets
Website
Press Releases
Online Media (Youtube, Websites, Vimeo, etc)
Social Media
1080p Mall Screens
1080p Way Finding
The Approach
Our approach to this campaign was; we wanted to create 2 main campaigns from the 8 videos. The first of the series were informative ‘Insider Style’ videos filmed using a presenter who critiqued each of the main dishes on the menus. In order to create a theme and order to the content we used the following titles for the videos created:
The most ‘Instagrammable’ dishes
Sweets and treats
Fine Dining
Family friendly dining
The second series of videos were promotional style videos targeting the following demographics:
Local couple
Local couple in local attire
Friends
Expat couples
Restaurants filmed:
Nandos, Famous Daves, Eataly, Al Fanar, Joe’s Crab Shack, The Turkish Village, Origami,
Great Result
Al Fanar Video – 203k Views/ 1.5k likes/ 152 shares
Origami – 177k views / 1k likes / 103 shares
Nandos – 131k views / 859 likes / 50 shares
Eataly – 105k views / 1.3k likes / 98 shares
Joe’s Crab Shack – 144k / 1.2k / 213 shares
