Closer than Ever
A summer 2022 campaign letting shoppers who could not travel home send e-cards to family anywhere in the world. Over 1,500 entered and the mall flew one entrant's mother from the Philippines to Dubai, filming the reunion as the campaign's hero video.
- The brief
- Expatriate shoppers in Dubai who could not travel home in summer 2022, after long pandemic separations.
- The idea
- The mall let visitors send e-cards to relatives abroad; from over 1,500 entries it brought winner Cris Gudia's mother to Dubai from the Philippines and filmed their first meeting in four years.
- What to borrow
- A simple mechanic anyone can join, with one big surprise at the end, gives a mall a story it can film.
| Brand | City Centre Deira |
|---|---|
| Agency | Not named on the source |
| Talent | Not named |
| Channels | digital, social, in-store |
| Source | Communicate Online |
Case studies like this
Campaigns from other brands that did something close, matched on what each one actually did.
| Brand | Campaign | Type | Agency | Date |
|---|---|---|---|---|
| Visit Dubai | Dubai: A Whole New YouAd film · 2024 | Ad film | – | 2024 |
| Visit Saudi | Go Beyond What You ThinkIntegrated campaign · 29 Jan 2024 | Integrated campaign | – | 29 Jan 2024 |
| Almarai | Ramadan 2026: Appreciate the BlessingsFestive · 12 Feb 2026 | Festive | Webedia | 12 Feb 2026 |
| Al Bandar Rotana | Dubai: A Pink Paradise for Every WomanFestive · 6 Sep 2023 | Festive | – | 6 Sep 2023 |
| First Abu Dhabi Bank | Work Like a MotherPurpose · 23 Mar 2023 | Purpose | Havas Middle East | 23 Mar 2023 |
| Agthia | Mother's Day surprise at Lulu HypermarketDigital/social · 24 Mar 2021 | Digital/social | Quill Communications | 24 Mar 2021 |
