Mall activations are a powerful way to attract and engage customers in a retail environment. They can create memorable experiences, increase brand awareness, and drive sales. But how do you plan and execute a successful mall activation? And what are some of the best practices and examples of mall activations in Dubai and the UAE?

We will share some of the insights and success stories from Lazulite, a leading mall activation agency in the region. Lazulite has been providing innovative and effective mall activation services in Dubai and the UAE for over 10 years, working with some of the most prestigious malls and brands in the country.

What are mall activations?

Mall activations are marketing campaigns that take place in a mall or shopping center, usually involving some form of interactive or experiential element. They can range from simple pop-up stalls and kiosks, to elaborate installations and events. The main goals of mall activations are to:

– Capture the attention of shoppers and visitors

– Showcase the products or services of a brand or a mall

– Encourage interaction and participation

– Generate leads and conversions

– Create positive word-of-mouth and social media buzz

Mall activations can be done for various purposes, such as:

– Launching a new product or service

– Promoting a seasonal offer or discount

– Celebrating a special occasion or festival

– Raising awareness about a social cause or initiative

– Enhancing the customer loyalty and retention

What are the benefits of mall activations?

Mall activations can offer many benefits for both the mall and the brand, such as:

– Increasing footfall and dwell time in the mall

– Creating a competitive edge and differentiation for the mall

– Boosting the sales and revenue of the brand and the mall

– Building a strong brand identity and reputation for the brand and the mall

– Strengthening the relationship between the brand, the mall, and the customers

– Collecting valuable customer data and feedback

What are some of the best practices for mall activations?

Mall activations can be challenging to plan and execute, as they require careful coordination, creativity, and compliance with the mall’s rules and regulations. Here are some of the best practices for mall activations that Lazulite follows:

Understand the target audience: The first step is to identify and segment the target audience for the mall activation, based on their demographics, psychographics, behaviors, needs, and preferences. This will help to design a relevant and appealing campaign that meets their expectations and interests.

Choose the right location: The location of the mall activation is crucial, as it determines the visibility, accessibility, and traffic of the campaign. The location should be selected based on factors such as:

  – The size and layout of the mall

  – The proximity to other stores and attractions

  – The availability of power outlets and internet connection

  – The security and safety measures

Create an engaging concept: The concept of the mall activation is what sets it apart from other marketing campaigns. It should be original, creative, and aligned with the brand’s identity and message. The concept should also be interactive, immersive, and fun, to encourage participation and engagement from the customers.

Use effective communication: Communication is key for any marketing campaign, especially for mall activations. The communication should be clear, consistent, and captivating, to inform, persuade, and remind the customers about the campaign. The communication should also use multiple channels.

Measure and evaluate: The last step is to measure and evaluate the performance and impact of the mall activation. This can be done by using various metrics and tools, such as:

  – Quantitative metrics (number of visitors, leads, conversions, sales, etc.)

  – Qualitative metrics (customer satisfaction, feedback, reviews, etc.)

  – Analytical tools (surveys, polls, quizzes, etc.)

What are some of the innovations in mall activations that Lazulite has done?

Lazulite has been at the forefront of innovation in mall activations in Dubai and the UAE. Here are some of the examples of their recent projects:

Dubai Summer Surprises (DSS) activation, specially curated for Nakheel Mall, which has garnered immense appreciation from both enthusiastic shoppers and mall patrons. At the heart of this engaging activation lies ‘Spend N Win,’ a concept beloved for its interactive appeal. To elevate this experience, we crafted a bespoke microsite dedicated to this activation, offering users a seamless registration process and an immersive gaming interface. This touchless approach proved to be a magnet for participants, enticing them to indulge in shopping, playing, and winning exciting rewards.  Amidst this dynamic setup, our stand was strategically designed to optimize space utilization. Featuring the exhilarating ‘Fastest Feet’ game and an Augmented Reality (AR) photo booth, visitors were treated to a multifaceted experience. The ‘Fastest Feet’ game challenged participants’ agility, while the AR photo booth allowed them to envisage themselves at ‘The View.’ Even if luck didn’t favor them at the spinning wheel, the AR photo booth ensured they left with a cherished souvenir encapsulating delightful memories from their visit.

During the month of Ramadan, our gaming activation at Bawahat Al Sharq Mall in Abu Dhabi created a delightful buzz among visitors of all ages, captivating both children and adults alike. The focal point of this activation was a captivating touchscreen gaming experience centered around the engaging theme of catching elements descending from a cannon within a designated time frame.

These are just some of the examples of how Lazulite has been innovating in mall activations in Dubai and the UAE. If you are looking for a reliable and creative mall activation agency, look no further than Lazulite. Contact them today and let them help you create an unforgettable mall activation campaign for your brand or mall.