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

  • In-mall media: digital signage, handrail banners, entrance boarding, and stage branding
On-site signage: lampposts on the street (single and double) and in the mall parking lot
  • Press release
Radio ads
Social: Facebook, Instagram, and Snapchat

The Bottom Line

  • In-mall media: $21,000 Outdoor media: $28,000
PR: $2,300 (for the press release) Social media: $1,600
Total cost: $52,900

The Impact

  • Compared to the same time period from 2017, which was also spring holiday, Bawadi Mall experienced a slight increase in footfall due to the game (3%).
  • The results exceeded the marketing goals of the campaign in terms of driving traffic and boosting conversion rates of participating retailers.
  • The shopping mall received several requests from its tenants to organize the same or a similar event in the future.