Al Ghurair Centre is the first modern shopping mall of its kind in the Middle East, but was facing difficulties in a fiercely competitive retail environment. The Agency was appointed to launch Al Ghurair Centre's new brand positioning campaign, which would be rolled out across multiple media including outdoor, print, radio and digital platforms.
With an aim to establish Al Ghurair Centre as more than just a shopping destination, we came up with the platform 'Soul of the City', a simple yet powerful statement. It positioned the destination as the urban village square that is an indispensable part of everyone's life in Dubai. It is the original and the origin, where moments of delight are created in every day experiences.
In an environment where the constant challenge for retailers is raising customer expectations and delivering superlative experiences, the campaign positioned Al Ghurair Centre as a destination that is an integral part of original Dubai, thereby freeing itself from the current clutter of large and faceless shopping destinations.