March 31, 2019
Wednesday 27th March, 2019: Souq Extra won the title of ‘Best Marketing Campaign’ at the prestigious Gulf Real Estate Awards amid a very competitive set of contenders from across the real estate industry of the Gulf region.
The winning marketing campaign that was presented to the judging panel was the Souq Extra Ramadan 2018 campaign. In sync with the Year of Zayed and the generous nature of the holy month of Ramadan, Souq Extra joined hands with Emirates Red Crescent to create a unique CSR activation.
For 2 consecutive weekends, customers were encouraged to donate canned food items at the designated Emirates Red Crescent donation boxes at each of the 6 centers across Dubai, Al Ain and Fujairah. The campaign tagline was ‘Share the Love’; and living up to this promise, every donation was rewarded with the chance to spin the wheel and win an instant prize.
The instant gratification along with the do-good factor of donating to a good cause made this campaign a huge success with end customers. There were also instances where customers were seen pouring the box with bag-fulls of cans and forgoing the free token of appreciation. A total of 3,698 cans of food were collected over 6 days, and donated to Emirates Red Crescent.
At a business level, the campaign ticked a number of boxes. Souq Extra encouraged tenants who wanted more brand exposure to donate vouchers as prizes for the ‘spin the wheel’ activation. The campaign increased footfall across all six centers, and a large database was collected for future marketing initiatives.
However, the biggest feather in the cap was the recognition given for the Souq Extra Marketing efforts at the annual Gulf Real Estate Awards. Souq Extra appreciates the encouragement received for this unique CSR initiative, and will be coming up with more exciting new concepts for 2019.
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