This was an in-store only activation that made use of non-traditional signs designed to engage our target audience during the Dubai Shopping Festival. First with bookmarks to entice regular customers to visit during the month long festival. Then with sale signs and signage placed throughout the store to encourage shoppers to walk in and explore the store. That combined with staff prepared to answer questions about the unusual signs created many touch-points and opportunities to engage our target audience.

The copy and the context for each sign allowed us to engage people at different touch points. First with bookmarks to entice customers to visit during the festival. Then with signs placed throughout the store encouraging people to walk in and explore the store. That combined with staff prepared to answer questions led to increased brand awareness, footfall and sales.

Kinokuniya reported a 10 per cent increase in sales against the non-shopping festival period and almost doubled last year’s shopping festival sales.