The plan was to hype up the mall millionaire contest on social media for maximum participation across UAE.
To create engaging content to gain the users' attention along with subsequent gratification, the idea was simple - participate in small engagement activities on social media every day and there were lucky draws every week, shelling out AED 25000 for 14 lucky winners and shopping cards for the customers worth AED 150,000. This went on for a timespan of 5 weeks!
Last but not least the JACKPOT prize of 1 MILLION DIRHAMS - which is what the entire craze was about!
We designed simple, easy-to-garb but interactive creatives for social media, ranging from quick-to-register quizzes to fun polls and challenging puzzles! This was followed up by video shoots where we interviewed the audience to understand what they were taking the contest to be like. Their reactions were positive, and the competition spread like wildfire!