It seems the official end of Dubai’s summer isn’t marked by cooler temperatures, but by the inevitable standstill of traffic, where merging lanes becomes an art form and patience is an urban legend.
The summer’s lull has long been forgotten as the UAE’s workforce struggles through hours of bumper-to-bumper traffic to make the daily commute to work and back.
To lighten up the mood around this gruelling shift back into reality, Majid Al Futtaim (MAF) and Caffè Nero set up an activation in a location devoid of frills and awe, but rather, one that has been the shortcut of choice to daily commuters in the neighbourhood; City Centre Mirdif’s parking lot.
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“We discovered that a large number of residents were using City Centre Mirdif’s parking lot as a shortcut during the busy weekday mornings, between 6.30 a.m. and 8.30 a.m.,” said Michelle Walsh, Senior Director of Marketing and Communications at Majid Al Futtaim — Asset Management Business.
MAF picked up on the pattern of traffic through City Centre Mirdif’s parking lot to be a habitual occurrence.
“This wasn’t just traffic passing by — it was a daily ritual and a handy go-around for hundreds of people that made their day easier,” Walsh explained.
The insight ‘sparked an interesting opportunity’ to engage with commuters in an effort to brighten their moods. “We saw this as a chance to transform a simple shortcut into a meaningful, delightful moment,” she said.
The activation took place on the morning of 26 August. To draw the attention of drivers making their way by, MAF set up three makeshift signposts along the ‘shortcut,’ offering ‘a warm, simple gesture’ of free coffee.
The first signpost was a simple ‘Hey you! Good morning,’ followed by a ‘Yes you!’ which led to two others that read: ‘We see you,’ ‘And your little shortcut!’
“Once we had their attention, the next signpost said: ‘Have a free cup of coffee to start your day,’ revealing a pop-up stand with Caffè Nero staff handing out free coffees to the residents, bringing a smile to their faces,” Walsh relayed.
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MAF’s intent was to create a positive bond with residents in the area, and the activation was designed to be unexpectedly yet joyfully rewarding.
“We transformed a regular morning routine into a memorable moment, sparking joy and building a stronger connection with the surrounding residents. One little insight about the public taking a shortcut route turned into a gesture that people will remember,” said Walsh.
Forming authentic connections was at the heart of the activation. Walsh explained that the group wanted to build ‘brand love’ by making the community it operates in feel seen and understood.
“Customer experience lies at the centre of everything we do at Majid Al Futtaim and this attentive activation was a manifestation of that,” she said. “We looked at creating an impact with even simple acts, such as giving out free coffee, to express that in making a small effort, one can make a big impression. The incentive was that we value our community and are paying attention to how they interact with our spaces.”
The offer of free coffee also came along with discount coupons to Caffè Nero that commuters through the parking lot could redeem on their next visit to the shopping centre.
However, according to Walsh, directing footfall into the mall was a welcome secondary result rather than the main priority, who said the “immediate goal wasn’t necessarily to drive footfall,” but that the group does “anticipate that these kinds of meaningful interactions will make people see the mall in a different light.”
Walsh went on to say that, “When they [people] experience something positive, they’re more likely to return — maybe next time not just for a shortcut, but to shop, dine, or simply explore the space.”
This sentiment was well-received as proven by testimonies in the short-form video sharing the activation (see above), as well as in the comments section on the same video.
“It’s about gradually building a deeper relationship with the community by creating value for them, making the mall a place they feel connected to beyond just being a convenient route,” Walsh concluded, tying together the concept of goodwill behind customer experience and positive brand associations.
