Eid Al Fitr – Shop, Scan & Win
To mark the joyous occasion of Eid Al Fitr 2025, a vibrant raffle-based retail campaign was activated across 24 participating malls in Dubai. The mechanic was simple and engaging: for every AED 200 spent, shoppers could scan a QR code to instantly enter a digital raffle. Each entry triggered an email confirmation with a unique serial number, streamlining the participation process and adding a digital edge to a traditional raffle.
Total Prize Pool
AED 200,000 distributed among 25 lucky winners
- . 15 winners received AED 5,000
- . 5 winners received AED 10,000
- . 5 winners received AED 15,000
Draw Events Held At:
- . March 30 – Dubai Festival Plaza
- . March 31 – Arabian Center
- . April 1 – Times Square Center
To increase retail footfall during the festive Eid period and boost customer spend across participating malls and drive engagement.
PR & Media Outreach
• The campaign generated strong media interest
• 68 PR mentions across top-tier outlets
• A total reach of 616.8 million impressions
. Estimated $614,250 PR value and $175,500 AVE
1. Venue Selection – Dubai Autodrome:
• A performance-led venue was chosen to allow live demonstrations and on-track
driving sessions to showcase the car’s dynamic capabilities.
2. Curated Guest List:
• Invited a select mix of automotive journalists, digital auto reviewers, and regional
influencers to ensure authentic content generation and media coverage.
3. Experiential Test Drives:
•Hosted structured track drives and interactive demos to immerse guests in the full
performance offering of the EMPOW R.
4. Content Capture:
•
On-ground teams facilitated high-quality photography and videography for both
real-time social engagement and post-event promotional assets.
Three major raffle events were held on dedicated stages with Eid-themed branding.
• Hosted by popular emcee Rahaf Al Tawil and DFRE representatives
• Featured roaming entertainment by 6 professional artists at each venue>
• 4 dynamic performance sets daily, covering all mall zones
• Engaged thousands of shoppers with festive walkabouts, interactive sets, and vibrant decor
Campaign supported across “Shop and Win Rewards” and mall social media platforms generation 1.5Million Views that helped drive daily engagement
Participation & Engagement
• Significant year-on-year (YoY) growth in raffle entries and mall footfall
• High repeat participation and positive shopper sentiment
• Strong social media performance and customer interaction
Estimated AED 21 million worth of brand visibility
42 in-mall display assets across all participating malls, including:
1. Large format banners
2. Backlit displays
3. Point-of-sale branding
Conclusion
Let’s talk on innovative mall marketing strategies that can elevate customer experiences while driving sales and visibility for participating brands.