BACKGROUND:
Summer vacation is a time that all children look forward to. For parents though, it is a different story. Parents have to find ways to keep their kids engaged, especially on weekdays. Typically, this means signing their kids up for some fun activities. And this is where EMAAR Entertainment Group’s (EEG) ‘Dubai Mall Summer Camp’ comes in. A four-day program offering children access to six prime attractions at Dubai Mall (Dubai Ice Rink, KidZania, Reel Cinemas, At the Top, PlayDXB, and Dubai Aquarium and Underwater Zoo), the mission of ‘Dubai Mall Summer Camp’ is to keep children, aged three to fourteen years, mentally and physically engaged during the summer break.
CHALLENGE:
During the worldwide pandemic, public activities came to a standstill. Dubai Mall Summer Camp was not immune to this downfall. Footfall dropped, affecting the Summer Camp brand’s relevance. EEG needed a creative, effective solution to revive interest for the camp.
SOLUTION:
Finding an effective way to communicate six locations in a single message winning back audiences and attracting new prospects. Considering the psychographic diversity of the target audience, a multipronged approach was the need of the hour. To make this campaign impactful and resonate with our audience, the concept of
A journey of teleportation, a powerful concept that seamlessly linked the mechanics of the summer camp and gave life to our direction – children exploring six different attractions, stimulating their sense of adventure. The key message was conveyed through a visual device of a supernova that guided and teleported the children to and from each attraction. This idea was scaled and adapted for a range of channels and collaterals in the integrated marketing communications strategy such as a brand film, key visuals, social media, digital mall screens and digital ads, thereby reviving Dubai Mall Summer Camp’s relevance.
