To mark two decades as a cultural and retail landmark in the UAE, Mall of The Emirates rolled-out its 20th-anniversary campaign, inviting consumers to take part in a fully integrated celebration across physical and digital touchpoints.
The campaign included events and activations such as the Bandaloop Aerial Performance, the Global Runway under the mall’s newly rebranded Fashion Dome, and an AllSaints Customisation Lab pop-up. Shoppers also earned 20 times more points through the parent company’s SHARE loyalty programme. The campaign ran across TV, radio, digital, online and social media platforms.
“The Mall of the Emirates, for the past two decades, has been more than a shopping destination. It has transformed into a cultural landmark and a hub for community, creativity, and connection,” said Michelle Walsh, VP of Marketing and Communications at Majid Al Futtaim.
Therefore, “we worked towards planning a month-long program of memorable activations and experiences that celebrated our 20-year legacy,” she said.
Resonating with audiences through nostalgia and innovation
To capture Mall of the Emirates’ cultural significance over the past 20 years in the UAE, the creative insight centred on duality: nostalgia and innovation, heritage and modernity, emotion and aspiration.
“[The mall] has become a cornerstone of Emirati culture,” said Walsh, calling the mall “a driver of Dubai’s growth, and a place deeply embedded in people’s memories and aspirations.”
She said the campaign rested on three core narrative anchors:
- The past: To celebrate two long decades of milestones, memories, and a loyal community.
- The present: To showcase a vibrant celebration of culture, togetherness, and shared experiences.
- The future: Envisioning the next chapter of Mall of Emirates, with a strong drive towards innovation coupled with world-class experience.
“This unique approach helped transform the anniversary celebration into a story that blended timeless tales, modern expressions, and cultural relevance,” said Walsh.
The campaign’s target-audience included the mall’s Emirati customers, high-value shoppers who favour luxury and premium experiences, and the wider community that frequents Mall of the Emirates.
“Given the sentimental nature of the occasion, we engaged customers and influencers who are genuine friends of the brand and hold the mall close to their hearts,” said Walsh.
Along with showcasing the mall’s evolution as ‘The Mall of Endless Possibilities’, the campaign offered exclusive 20th anniversary offers and experiences that ensured inclusivity across all customer tiers, from luxury shoppers to mass-market visitors.
Furthermore, since “The Mall of the Emirates has been a favorite of our Emirati customer base for 20 years, in the campaign we focused on content highlighting Emirati culture,” she said, “aiming to evoke nostalgic feelings among those who have been part of the mall since its opening and have watched it grow over the years.”
“We also appealed to luxury lifestyle influencers who regularly visit the mall, create content there, and consistently express brand affinity,” she added.
The campaign’s objectives and roll-out
Walsh said that the primary goal of the campaign was to “celebrate the two decades of excellence, innovation, and unforgettable moments that the Mall of the Emirates has created.” The campaign launched in September, and ran for six weeks till mid-October.
“The idea was to tie these moments in with driving footfall and conversations during the highly competitive ‘back-to-reality’ month of September,” said Walsh.
As such, Mall of The Emirates engaged customers and influencers who are genuine friends of the brand and hold the mall close to their hearts.
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“The 20th anniversary of the Mall of Emirates was the perfect opportunity to showcase the timelessness of this journey and rebrand the mall as the ‘Mall of New Possibilities,'” she said. “We were keen to engage with influencers and customers who have been genuine friends of the brand.”
Partnerships with Tier A influencers were established for mall testimonials as well as for coverage of the Bandaloop aerial show as well as the promotion of the anniversary SHARE offer.
“This helped create stronger engagement with our audiences and customers,” said Walsh. “The impressions of each influencer helped further drive visibility for the campaign and also reinforced our plans for growth and expansion.”
Campaign results
In terms of numbers, Walsh said the campaign secured more than 42 media clippings and 66 social media stories and posts by publications, which collectively reached a total audience of 36.5 million. The campaign also achieved an AVE of US$614,641 and more than 322,277 impressions.
Regarding social media engagement, the campaign surpassed all benchmarks with 322,277 impressions. Finally, the SHARE activation generated four times the amount in SHARE sales within 24 hours (equivalent to two operating days at The Mall of the Emirates).
“These results reflect the campaign’s ability to transform a brand anniversary into a movement of shared emotion, legacy, and ambition,” Walsh said. “It reaffirmed The Mall of the Emirates as a destination of endless possibilities, resonating with both loyal customers and new audiences.”
