Crack-the-Code at Festival Plaza

The Brief

Dubai Festival Plaza along with IKEA, ACE, Dwell and Pan Emirates engaged 5th Consulting during the 2021 Dubai Home Festival with the objective of creating a highly engaging campaign that encourages high participation at the mall, one that excites customers with a larger-than-life reward while capturing consumer data in the process.

The Challenge

The challenge was to increase the footfall at Festival Plaza Mall with participating brands - IKEA, ACE, Dwell & Pan Emirates. We were also tasked to collect consumer data for future marketing campaigns and to push immediate offers and instant sales while engaging the customer with the campaign.

The Solution

The Crack-the-Code with 250,000 AED jackpot using a unique promotional tool called E-Vault along with the Consulting's full promotional risk management services. The E-Vault is a transparent glass safe with a digital screen that displays your campaign message and a keypad that controls the unlocking mechanism. Participants attempt to enter the winning secret code to unlock the E-Vault and claim the prize. If someone unlocks the E-Vault, the reward payout is shouldered by 5th Consulting, for a pre-decided fee. To gather the data base of participants, we provided a QR based landing page for Festival Plaza to collect the consumer data for their CRM purposes.

How We Brought Value

5th Consulting delivered and exceeded what was asked and expected from us. Dubai Festival Plaza and their partner brands provided their customers a chance to win a big prize without having to incur the actual costs involved. The attraction brought about by the E-vault and the excitement of combining different numbers to unlock the E-Vault brought a 280% footfall to the mall during the 2021 Dubai Home Festival season, exceeding its expectation. We have also captured maximum consumer data base of those who participated in the game.

Category
Prize Coverage
Tags
Crack-the-code, Prize
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