Citywide Retail Engagement:
The campaign activated across 23 major malls, transforming routine school shopping into an exciting and purpose-driven experience.

Simple & Effective Mechanic:
Shoppers who spent AED 200 or more were encouraged to scan a QR code to enter a raffle draw — an easy, tech-enabled participation model that encouraged instant engagement and repeat
purchases.

Grand Draws & Reward Experience:
Two major raffle draws were hosted on August 16th and September 1st, creating high anticipation and sustained buzz throughout the three-week campaign period.

The activation saw phenomenal participation, with shoppers enthusiastically engaging in the “Shop, Scan & Win” mechanic. Families and students embraced the chance to turn everyday school shopping into life-changing rewards, creating widespread positivity across Dubai’s retail landscape.

The campaign strengthened Dubai’s reputation for family-focused retail innovation, aligning the beloved Modesh character with education, opportunity, and community engagement. By linking shopping rewards to scholarships, it reinforced Dubai’s commitment to enriching residents’ lives
through meaningful and joyful initiatives.

• . Successfully boosted mall traffic and retail transactions during the Back-to-School season.
• . Generated strong citywide engagement and media coverage around the Modesh brand.
• . Delivered a highly emotional and value-driven campaign, celebrating education and community.
• . Reinforced Dubai’s image as a vibrant, family-oriented shopping destination that turns ordinary experiences into extraordinary moments.