The Big City Centre Vote

Majid Al Futtaim moved a boardroom out of its offices and into City Centre Deira, then ran a vote across all its City Centre malls asking shoppers what they wanted each mall to become. The results were fed to tenants and into the quarterly campaign calendar, and the exercise launched a new brand proposition, It's Your Space.

The brief

Shoppers at Majid Al Futtaim's City Centre malls, whose expectations a standard satisfaction survey could not capture.

The idea

Majid Al Futtaim set up a boardroom inside City Centre Deira, polled shoppers across its City Centre malls on what each should become, and fed the answers to tenants and its campaign calendar.

What to borrow

Letting customers vote on a space's future, and then acting on the result, makes listening visible.

Brand	Carrefour
Agency	Not named on the source
Talent	Not named
Channels	in-store, on-ground, digital
Source	Communicate Online