The ENTERTAINER – a leading provider of 2-for-1 offers from well-known dining, leisure, entertainment, beauty and hotel brands across the Middle East – has partnered with specialist media, tech and data agency Team Red Dot to roll out an in-mall digital brand awareness activation at the Dubai Hills Mall, marking the brand’s 25th anniversary.
The campaign was rolled out across 42 digital screens throughout Dubai Hills Mall. The simple yet impactful statement, “Have you used your ENTERTAINER today?”, was designed to keep the ENTERTAINER top of mind during high-attention moments across the mall journey, especially during the most valuable purchase window at the beginning of the year, encouraging both usage and consideration.
The campaign, which ran for a two-week period from Friday, 9 January to Friday, 23 January 2026, ran exclusively in Dubai, United Arab Emirates, with a concentrated focus on Dubai Hills Mall.
These placements spanned arch displays, link bridges, and store direction and wayfinding screens, ensuring repeated exposure as visitors moved through the space.
The ENTERTAINER’s iconic blue branding was deliberately leveraged to ensure strong visibility and instant recognition within the busy, high-footfall environment of Dubai Hills Mall.
Olivia Hamilton, Regional Marketing Manager, the ENTERTAINER, “As a milestone moment for the brand, celebrating our 25th anniversary, it provided a strategic opportunity to explore new branding channels and high-impact visibility initiatives.”
Hamilton added, “The Dubai Hills Mall activation aligned with this objective by reinforcing brand familiarity, celebrating longevity, and reminding consumers of the ENTERTAINER’s continued relevance in everyday moments. It was a great moment for us to reflect as well digitally as we have transformed from the known and loved book into a transformative app with AI-integration making it the perfect branding opportunity.”
The campaign targeted high-intent, lifestyle-driven consumers visiting Dubai Hills Mall, with a focus on both existing ENTERTAINER users and potential new members.
This included residents living within and around Dubai Hills Estate, supported by the area’s rapidly expanding residential catchment, as well as young professionals, couples and families who frequently dine, shop and engage in leisure activities.
The messaging also resonated with value-conscious yet aspirational consumers who seek premium experiences while maximising savings, alongside digitally engaged audiences who are mobile-first and responsive to strong visual brand cues.
Existing ENTERTAINER members were specifically prompted to increase frequency of use through a simple, well-timed reminder.
Raksha Khimji, Managing Director, Team Red Dot, said, “I first used The Entertainer back in 2010, when it was still a book, and the value tucked between those pages was impossible to ignore. So when The Entertainer entrusted us with its 25th anniversary campaign, it felt genuinely meaningful. Proof that great media isn’t about noise, but about placing a brand exactly where it matters, and with over 45 partner locations at Dubai Hills Mall, the connection couldn’t have been more relevant.”
Khimji added, “We were confident that the strength of the creative, combined with its concise messaging and strategic placement within Dubai Hills Mall, would be sufficient to drive impact. The mall itself provided a powerful platform, offering more than two million square feet of retail space, more than 750 stores, and a fast-growing residential catchment that drives consistent footfall.”
The campaign’s success was defined through organic engagement and social amplification generated by the campaign. Consumers were encouraged to interact with the activation by sharing images or videos of the screens on their personal social media accounts and tagging the ENTERTAINER, with the opportunity to win a UAE 2026 ENTERTAINER membership.
This approach allowed the campaign to extend beyond the physical mall environment and generate measurable brand advocacy and awareness online.
CREDITS:
Client: The ENTERTAINER
Agency: Team Red Dot
