Zero Degrees - Abu Dhabi Winter Retail Season 2022

Avantgarde Middle East

Client: Retail Abu Dhabi

The Abu Dhabi Winter Retail Season, organized by Retail Abu Dhabi, aimed to attract visitors from across the Emirates instead of being limited to the capital's residents. To achieve this objective, our marketing team launched the 'Zero Degrees' campaign, taking over the Abu Dhabi Winter Retail calendar from 25th November 2022 to 31st January 2023.

The campaign focused on four pillars to offer a comprehensive retail experience, with a significant emphasis on fashion. This unique concept aimed to make the fantasy of a White Christmas come true for residents, families, children, and tourists alike. To generate awareness, increase footfall, and drive sales, the 'Zero Degrees' campaign adopted an omni-channel approach. It included strategic B2B partnerships, collaborations with macro/micro influencers, robust media buying across print and digital platforms, billboards, point of sale activations in 78 malls, on-ground promoters, and digital advertisements in major publications. The results were remarkable, with over 18,000 visitors attending the event over three weeks. The campaign garnered extensive media coverage, both in print & online, resulting in a substantial PR value. Partnering with influencers led to a significant social media reach & engagement. In total, the 'Zero Degrees' campaign played a crucial role in activating three premium fashion brands, showcasing their winter collections through tailored activations. The success of the 'Zero Degrees' campaign not only expanded the reach of the Abu Dhabi Winter Retail Season but also positioned the Emirate of Abu Dhabi as a central shopping destination, attracting visitors from across the Emirates.