Case Study: Eid Al Fitr – Shop, Scan & Win Campaign 2025
- Sadasivan Arun
- Apr 23
- 2 min read
To mark the joyous occasion of Eid Al Fitr 2025, a vibrant raffle-based retail campaign was activated across 24 participating malls in Dubai. The mechanic was simple and engaging: for every AED 200 spent, shoppers could scan a QR code to instantly enter a digital raffle. Each entry triggered an email confirmation with a unique serial number, streamlining the participation process and adding a digital edge to a traditional raffle.
Total Prize Pool
AED 200,000 distributed among 25 lucky winners
15 winners received AED 5,000
5 winners received AED 10,000
5 winners received AED 15,000
Draw Events Held At:
March 30 – Dubai Festival Plaza
March 31 – Arabian Center
April 1 – Times Square Center
Campaign Objectives
To increase retail footfall during the festive Eid period and boost customer spend across participating malls and drive engagement.
Campaign Execution
PR & Media Outreach
The campaign generated strong media interest:
68 PR mentions across top-tier outlets
A total reach of 616.8 million impressions
Estimated $614,250 PR value and $175,500 AVE
On-Ground Activations
Three major raffle events were held on dedicated stages with Eid-themed branding.
Hosted by popular emcee Rahaf Al Tawil and DFRE representatives
Featured roaming entertainment by 6 professional artists at each venue
4 dynamic performance sets daily, covering all mall zones
Engaged thousands of shoppers with festive walkabouts, interactive sets, and vibrant décor
Digital & Social Engagement
Campaign supported across "Shop and Win Rewards" and mall social media platforms generation 1.5Million Views that helped drive daily engagement
Results & Impact
Participation & Engagement
Significant year-on-year (YoY) growth in raffle entries and mall footfall
High repeat participation and positive shopper sentiment
Strong social media performance and customer interaction
Brand Exposure
Estimated AED 21 million worth of brand visibility
42 in-mall display assets across all participating malls, including:
Large format banners
Backlit displays
Point-of-sale branding
Conclusion
The Eid Al Fitr Shop, Scan & Win 2025 campaign successfully combined technology, festive energy, and strategic retail planning to deliver measurable impact. Through strong PR reach, engaging on-ground activations, and digital integration, the campaign not only rewarded shoppers but also significantly boosted retail momentum during a peak season.
Let’s talk on innovative mall marketing strategies that can elevate customer experiences while driving sales and visibility for participating brands.
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