Zero Degrees - Abu Dhabi Winter Retail Season 2022
Avantgarde Middle East
Client: Retail Abu Dhabi
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.