R&B “Locker Rush” Back-to-School Mall Activation
Date: June 2025
Location: Silicon Central, Mega Mall, and Reem Mall
Occasion: Back-to-School Season Activation
Partner Agency: BUZ Marketing & Communications
To increase in-mall engagement and footfall to R&B stores during the back-to-school season through a vibrant, family-oriented activation that delivered excitement, interactivity, and strong brand visibility across key UAE shopping malls.
Engaging Family Activation:
The “Locker Rush” activation invited mall visitors to participate in a fun Catch & Win challenge where children and parents unlocked branded lockers to win exciting prizes, including R&B vouchers, school supplies, and exclusive merchandise.
Multi-Mall Rollout:
The activation was executed across three major malls - Silicon Central, Mega Mall, and Reem Mall, over three consecutive weekends (Friday to Sunday), ensuring maximum shopper engagement and reach.
Experience-Driven Approach:
Vibrant setups, interactive promoters, and real-time prize redemption created a high-energy environment that encouraged participation and repeated visits.
| Overall Activation Performance: | |
| Total Prizes Released: | 3,193 |
| Total Redemptions: | 2,304 |
| Overall Response Rate: | 72% |
| Top Performing Location: | Reem Mall (877 redemptions) |
- .Silicon Central Mall: 1,069 prizes | 714 redemptions
- .Mega Mall: 1,062 prizes | 713 redemptions
- .Reem Mall: 1,062 prizes | 877 redemptions
Prizes Included: 10% and 15% discount vouchers, branded water bottles, lunch boxes, trolley bags, and stationery sets.
The “Locker Rush” activation successfully positioned R&B as the go-to destination for back-to-
school shopping, blending fun, family engagement, and rewarding experiences. The campaign not only boosted store visibility but also strengthened emotional connection with parents and children through playful brand interaction.
- . Drove significant in-mall footfall and repeat visits over three weekends.
- . Enhanced shopper experience through gamified participation and instant rewards.
- . Supported sales uplift at nearby R&B outlets via high voucher redemption rates.
- . Reinforced R&B’s identity as a value-driven, family-friendly fashion brand.<