Activate 23 malls across Abu Dhabi to elevate consumer spending and highlight a range of retail sectors from luxury to FMCG through engaging initiatives that drive exploration and purchase of the latest products.

To launch the Winter Shopping Season by Retail Abu Dhabi, AVANTGARDE orchestrated a captivating marketing campaign designed to enchant and engage. We developed the key visual and created a comprehensive suite of out-of-home (OOH) assets, including high-impact billboards, mall screens, retail point-of-sale materials, and compelling radio advertisements.


Our media strategy seamlessly integrated these OOH elements with mall activations, radio jingles, and an extensive social media campaign, significantly boosting brand visibility and driving foot traffic. We leveraged a strategic mix of micro and macro influencers to amplify the campaign, generating excitement through interactive shopping competitions. Social media efforts highlighted leading brands such as Aldo, Balmain, FENDI, Furla, Jimmy Choo, Michael Kors, Moncler and Pandora, creating significant buzz and engagement.


A standout feature was the Zero Degrees snow room, a stunning blend of frost and product placement. This immersive experience, with its 10-degree environment and falling snow, was complemented by engaging entertainment, making it a key element of our campaign.


Additionally, AVANTGARDE introduced three distinct pop-up concepts throughout the campaign, each week featuring premium retailers—Dune London, Debenhams, and Skechers. This approach created cohesive brand synergy and enriched the overall consumer journey.

The campaign achieved remarkable success by activating 23 malls across Abu Dhabi, driving a substantial $632 million in consumer spend. With a social media reach surpassing 200,000 and attracting over 18,000 on-ground visitors, the campaign significantly boosted brand visibility and foot traffic. Additionally, it garnered an impressive PR reach of 41.7 million through 1,037 pieces of coverage. Strategic partnerships, with VISA, provided valuable insights into consumer spending patterns, while innovative pop-up experiences, including the Zero Degrees room, further captivated audiences across luxury, premium, FMCG, and F&B sectors.