SITUATION:

• TECOM Group is the facilitator of 12 business communities across Dubai, home to 10,000+ businesses and 105,000+ people.

• Fresh from its IPO in July 2022, TG had the opportunity to cement its corporate voice across the UAE. Creating its ESG strategy presented the perfect opportunity for the brand to make a splash, unite its communities under a common cause, and create awareness of TG’s brand and values.

BRIEF:

• The core challenge was delivering a Ramadan campaign that resonated with TG’s diverse target audience across sectors, age groups, preferences, and behaviors to stand out from the clutter of all donation campaigns in Dubai.

OBJECTIVES:

• Build an unrivaled community by connecting businesses, students, and professionals across 12 districts in a Ramadan donation campaign.

• Activate and transform the TG community into a force for environmental, social, or governmental good

Welcome to The Good Store, where goodness is always in stock.

Launched by TECOM Group (TG) in partnership with Emirates Red Crescent (ERC), The Good Store was a first-of-its-kind, immersive and innovative shopping experience through which people could seamlessly select and donate items to those in need, from food to clothes. Taking over groceries, installing pop-up shops, and even a roaming shopping cart, Good Stores opened in various forms across 12 frequented business communities in Dubai. Physical touch-points directed passersby to an integrated microsite linked to ERC’s donation platform via QR codes, giving rise to a half-physical, half-virtual grocery store designed to turn the thrill of online shopping during Ramadan into a do-good, feel-good experience.

Considering TECOM Group’s sector-spanning communities, this campaign that appealed to Gen Z and Gen X, students and CEOs, fashion designers and scientists, a wide audience selected from data insights about how each consumed news and viewed donations.

Convenient, digital-first donations emerged as a common thread despite varying levels of funding capacity. Ramadan around the corner presented an ideal social opportunity to hinge the campaign. Behavioral insights provided a creative framework:

• The act of buying groceries is universal, transcending age, cultural background and preferences.

• 60% of people globally prefer making donations online.

• People in the UAE are more likely to donate if they understand what their money can achieve or who is benefiting.

We identified the need for an omnichannel campaign that made donating online easy, accessible and attractive to a large audience.

The Good Store popped up around 10 physical locations across Dubai overnight, running throughout the entire month of Ramadan. The integrated campaign saw activity across earned, owned, paid and shared.

• We developed The Good Store microsite and social channels, serving as the destination to which all touch points and activations led via QR codes.

• Scaled storefront posters were plastered on vacant retail units across four of TECOM Group’s most frequented business districts to ensure visibility.

• A pop-up grocery store was unveiled in Dubai Design District, where people could scan branded items to donate.

• The Good Store took over an existing supermarket in Dubai Internet City to provide a real-life shopping-donation experience.

• A branded shopping cart toured TECOM Group’s communities, raising awareness and inviting people to donate on the go.

• Pro-bono influencer and media coverage promoted The Good Store and its mechanics beyond TECOM Group’s communities.

The Good Store reached 8.9 million people and drove 7,507 people to donate – raising over 100,000 AED for people in need in just 2 weeks in Dubai.

• Achieved a traditional PR reach of approximately 1.42M

• Reached 1.1M users through 10 pro-bono influencer partnerships

• Earned 7,000+ brand new and engaged followers on The Good Store social channels

• Achieved 7.5M impressions across all social pages

• Received 8,000+ organic views on the microsite

• 95% high in occupancy rates in TECOM Group’s districts

Due to the success of the campaign, The Good Store is now permanently open and always stocked with goodness, as part of TECOM Group's ESG strategy.