Under the tagline “Great Moments”, regional shopping mall, retail and leisure giant Majid Al Futtaim (MAF), has recently launched its first integrated brand campaign in the Middle East and North Africa. Having debuted on primetime television in May, the multi-platform campaign is the company’s first comprehensive advertising effort since it unveiled a new brand direction and corporate identity in December last year – when it rebranded all its brands and assets.
The campaign will run for one year across television, outdoor, print and digital media, and is aimed at having consumers identify with MAF’s various entertainment and leisure brands; as such, consumers are asked to share moments of their everyday lives in MAF’s outlets and on its premises – including City Center malls, VOX Cinemas, Carrefour, Magic Planet, Ski Dubai and Mall of the Emirates – using the #greatmoments hashtag.
The campaign’s one and a half minute-TVC follows the evolution of the MAF brands in transforming consumers’ “everyday occasions to a level where they become great moments worth reliving, for the whole family. Whether it’s shopping in a world-renowned shopping mall, experiencing 4D technology in VOX Cinema; buying affordable daily necessities in the convenience of Carrefour hypermarkets; or living in harmonious residential communities. The campaign features a family experience moments beyond what they had imagined,” explained the company’s press release around the campaign.
Iyad Malas, CEO – Holding at MAF, said: “The campaign is a celebration of what Majid Al Futtaim stands for, and will reinforce the name behind the unique experiences that are intertwined into the lives of 250 million people who experience our brands each year. The multi-channel approach provides a range of platforms to introduce the Majid Al Futtaim brand to entirely new populations as we continue our extensive expansion in MENA and beyond.”
Meanwhile, Tanita Sandhu, MAF’s brand and communications director, said: “This campaign forges a deeper emotional connection with our customers by highlighting the moments that our brands play in their lives. We wanted to capture that moment of excitement and anticipation that one feels when they enter into a movie theatre or shopping mall. It truly celebrates Majid Al Futtaim family of brands as being part of the fabric of modern life.”