On the Cover
Pandemic Rebound? First Start with a Clean Slate
St. George's freshened up its brand before reconnecting with shoppers whose habits COVID altered.
Positioning the shopping center as a leader in innovative entertainment, Bawadi Mall (Abu Dhabi, UAE) transformed its floor map into an interactive board game platform to play and win. In partnership with a collection of in-center brands and tenants, the team presented LOGO’s Game to achieve exposure, generate awareness, and increase the conversation rate of participating retailers.
To play, shoppers were instructed to roll the dice, read the number, and move across the board accordingly. Marked by its logo, every space on the board represented a different retailer and a corresponding prize. A combination of Monopoly and Snakes and Ladders, the customized installation was developed during a group brainstorming session and constructed to reach a specific set of objectives, namely build excitement, showcase retailer variety, and connect mall visitors with in-center tenants. After reviewing the events from 2017, the center team had also discovered that customers had responded more to those based on traditional games because new digital games were often limited to one player. Bawadi Mall added to the fun factor by inviting a professional performer to tell jokes, entertain the crowd, and create obstacles for the players.
Media Mix
The Bottom Line
The Impact