The Good Store lived on the streets of Dubai, across 10 business districts, reaching an audience of over 100,000 professionals. Whether it’s the main activation in Dubai Design District, which comprised of an outdoor supermarket open for the entire month of Ramadan, the multiple storefront posters in each district, or the mobile cart roaming around the city, the experience of The Good Store was purely based on strategic locations and on-ground activations.

The month of Ramadan is a time of increased charitable acts and heartfelt giving, uniting communities in making a positive impact. We noticed that during this time, particularly in the region, people spent more hours in supermarkets and stores than any other time during the year, preparing for Iftars and gatherings with loved ones. To inspire true generosity, we needed to reach people where they were the most present. So, we opened The Good Store – a unique and unexpected store dedicated solely to goodness. Mimicking the appearance and ambiance of a real supermarket, The Good Store piqued people's interest, except the products on the shelves weren't for sale, but up for donation. This creative approach invited the community to actively participate and play a significant role in helping those in need. By turning the act of giving into a tangible and engaging experience, The Good Store cut through the noise of other campaigns, making a genuine, meaningful impact during the month of Ramadan.

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

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.

• We designed storefront posters to scale and plastered them on vacant retail units across four of TG’s most frequented business districts to ensure visibility and minimise investment. QR codes redirected users to The Good Store website.

• At Dubai Design District (d3), we developed an immersive, open-air pop-up shop with branded groceries featuring printed QR codes to drive action through interaction. The unstaffed pop-up featured The Good Store-branded products – wrapped in pure white – with QR codes redirecting pop-up visitors to the digital donation platform.

• A branded shopping cart toured TG’s business districts to raise awareness for the programme and enable community members to donate via a dedicated QR code on the go. Using donation data, we moved the cart to TG’s districts where donations were low to increase visibility and drive donations further.