Tuesday, May 06, 2003
Al Ghurair City, the premier shopping, leisure and entertainment centre in the UAE has launched a digital mobile marketing campaign, the first of its kind to be launched in the region.
Supervised by Dubai Economic Department, and organised by Boomerang, the leaders in mobile marketing, the campaign enables visitors to Al Ghurair City to win a brand new BMW Z4. Marketing Manager of Al Ghurair City, Fadi Kachkouche, commented on the campaign, "The focus for each of our marketing strategies is to offer fresh innovative campaigns tailored to the desires of our target market. Our latest initiative has taken us into digital marketing, a first for Al Ghurair City, and a first of this kind for malls in the region."
Although it represents the latest in marketing initiatives, the promotion for the consumer itself is incredibly simple and effective. From now until June 17th, inside Al Ghurair City there will be a brand new BMW Z4 filled with Samsung mobile phones. To win the car all visitors need to do is guess the number of Samsung phones placed inside the BMW Z4 and send it by SMS to the number: 4328. Visitors can enter as many times as they like to increase their chances of winning. Each SMS costs just Dhs 3; 10 runners up will each win a Samsung mobile phone.
The concept for this innovative campaign was initiated and devised by Al Ghurair City's marketing department to appeal to their core youth target market. Highly successful in Europe, SMS and digital Marketing is still a relatively new and undeveloped concept in the region, commenting on this Fadi Kachkouche explained, "Digital SMS Marketing is fast becoming a global phenomena, and by offering this integrated and interactive campaign to our visitors, in particular the youth market, we are redefining our relationship with our consumers and taking AGC into the future."
-Ends-
© Press Release 2004
