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Al Futtaim - Dubai Festival City Mall

Al Futtaim - Dubai Festival City Mall

Al Futtaim

The Brief

We were asked to create an activation for Dubai Festival City Mall to celebrate Eid, including a subtle and non commercial tie-in with The Walt Disney Company.

The experience had to incorporate traditional and modern aspects in a seamless experience. Traditionally, Eid is a time of generosity and giving, and this works in conjunction with Disney’s mantra of “Surprise and Delight”.

Al Futtaim

The Solution

The activation was made up of a central wishing well, in the iconic Mickey Mouse head shape, with smaller wish pods. A spectacular light display was suspended above it. Visitors could step up to the activation, “Make A Wish” to a loved one and see it appear within the experience.

For further shareability, the participant’s magical moments were captured in a photo and emailed to themselves and their loved one, helping to bring surprise, a smile and a moment of togetherness.

The Results

  • 27,336 People entered the activation
  • 6,834 Unique wishes
  • 1,726 Highest single day
  • 433,000 Number of views of the Facebook video
  • 98.8% Positive social sentiment
In addition, the activation won Silver in ICSC, the global retail real estate industry awards for marketing initiatives.