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AN ACTIVATION EXTRAVAGANZA! TRANSFORMING YAS MALL: ABU DHABI INTO A 'WONDERWORLD' TO CELEBRATE ITS BIRTHDAY - A WINNING PITCH PRESENTATION - WITH A GOOGLE MAPS FIRST.
What do you give to the local Emirate people who have everything?
We give them a 'Wonderworld'.
Working in partnership with Wunderman Thompson Creative Director Sally Tambourgi, we created a week long birthday party with 'gifts' for everyone.
It starts when Dubai and Aubu Dhabi are transformed with themed party props. That at first tease, then reveal the event. Digital takeovers, billboards and radio also lead to 'Wonderworld.'
Yas Mall is noitoriously hard to find, so google maps agreed to partner to create celebration fireworks as the drivers get closer to the destination.
Over the week, there was an unmissable birthday events every day, to attract return visits, such as:
Shoppers could have their cars parked by famous F1 drivers from the Yas Marina circuit.
There would be a pop up fashion show with Victoria Beckham (with local Emirates as modest models) to celebrate her newly opened store.
Jamie Oliver would present - 'never seen in the UAE before global foods' for shoppers to try.
Snapchat time-limited offers would drive to stores in the malls - where every brand from Zara to Tiffanys would showcase one-of-a-kind products especially for 'Wonderworld'.
Social sharing of the props would also accumilate rewards.
Google maps partnership first - fireworks go off over the mall when people use location services.