New corporate campaign shaped by Majid Al Futtaim commissioned research into happiness amongst UAE residents
UAE research highlights:
• Nearly all (93%) of people are happiest when spending quality time with loved ones
• One third (30%) spend an average of just five hours or less a week doing so
• Half (46%) feel they currently waste at least two weekends per month by not spending time with family and friends and (48%) turn down offers to meet loved ones at least twice per month
• Four fifths (81%) recognise they need to prioritise spending more quality time with those they love
UAE - Majid Al Futtaim, the leading shopping mall, communities, retail and leisure pioneer across the Middle East, Africa and Asia, today launched a new regional marketing campaign designed to inspire people to spend more quality time with loved ones. The campaign is based on an insight confirmed by research commissioned by the company across the region revealing people in the Middle East feel that spending quality time with friends and family is key to their happiness but they don’t prioritise it enough.
The study surveyed over 1,000 people in the United Arab Emirates (UAE). It revealed that nearly everyone (93%) in the country is happiest when spending quality time with friends and family, however, one third (30%) spend just five hours or less a week doing so. The research also showed half (46%) of residents in the emirates recognise that they waste at least two weekends per month by not spending quality time with friends and family, while 48% turn down offers to meet loved ones at least twice a month. Four fifths (81%) of people surveyed agreed they need to prioritise more time for the people they love.
Vino El Khatib, Chief Marketing Officer at Majid Al Futtaim – Holding, said: “We were inspired to conduct our study into the drivers of happiness when His Highness Sheikh Mohammed bin Rashid Al Maktoum made it a key component of the country’s national plan. When we got the findings, they highlighted a clear need to encourage people to devote more time to doing what they enjoy the most – spending quality time with friends and family – as in today’s fast-paced, hyperconnected world this all too often takes a back seat. We decided to respond to this insight by focusing our new marketing campaign on motivating couples, friends and families to spend time together and celebrate life to its fullest – a message that perfectly captures our vision of creating great moments for everyone, everyday.”
Majid Al Futtaim’s new campaign, ‘Create Great Moments Together’, is a subtle message asking people to do something that will make a difference to their life. It is a little reminder that the greatest moments in life come from experiencing, sharing and discovering life together, and that is what happiness is made of.
The campaign achieves its goal by bringing to life the many ways people express their happiness when enjoying special moments with family and friends. It will be highly visible across the region through mediums including outdoor advertising, social media, radio, and a television commercial. The commercial will be featured on television stations across the Middle east from today.
The brand campaign television commercial can be viewed here.
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About Majid Al Futtaim
Founded in 1992, Majid Al Futtaim is the leading shopping mall, communities, retail and leisure pioneer across the Middle East, Africa and Asia.
A remarkable business success story, Majid Al Futtaim started from one man’s vision to transform the face of shopping, entertainment and leisure to ‘create great moments for everyone, every day’. It has since grown into one of the United Arab Emirates’ most respected and successful businesses spanning 15 international markets, employing more than 34,000 people, and obtaining the highest credit rating (BBB) among privately-held corporates in the region.
Majid Al Futtaim owns and operates 20 shopping malls, 12 hotels and three mixed-use communities, with further developments underway in the region. The shopping malls portfolio includes Mall of the Emirates, City Centre malls and My City Centre neighbourhood centres, and also four community malls which are in joint venture with the Government of Sharjah.. The Company holds exclusive rights to the Carrefour franchise in 38 markets across Middle East, Africa and Asia, and operates a portfolio of more than 170 outlets in 15 countries.
Majid Al Futtaim operates 242 VOX Cinema screens and 28 Magic Planet family entertainment centres across the region, in addition to iconic leisure and entertainment facilities such as Ski Dubai and iFly Dubai, among others. The Company is parent to the consumer finance company issuing 'Najm' and ‘Voyager’ credit cards, a fashion retail business representing international brands such as Abercrombie & Fitch, AllSaints and lululemon athletica, and a healthcare business that operates City Centre Clinics. In addition, Majid Al Futtaim operates Enova, a facility and energy management company, through a joint venture operation with Veolia, a global leader in optimised environment resource management. The Company also owns the rights to The LEGO Store and American Girl in the Middle East and operates in the food and beverage industry through a partnership with Gourmet Gulf.
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About the Research
The research, commissioned by Majid Al Futtaim, was conducted by YouGov’s proprietary Omnibus online research service. Survey questions were administered to YouGov’s online panelists in English and Arabic. Approximately 3,000 residents aged 18 years and older from the United Arab Emirates, Egypt, Bahrain, Oman, and Lebanon participated in the survey.
About YouGov Omnibus
YouGov Omnibus Research is a shared cost, multi-client approach to survey research that lets businesses conduct a study at a fraction of the cost of an ad-hoc study. All without compromising on the quality of the data. YouGov is a global full service market research company, providing insights for brands on what the world thinks. Our sector experts help businesses understand their consumers, their industry and the wider. YouGov MENA has proprietary online panels that cover the entire Middle East and North Africa region, Pakistan and India.
© Press Release 2017
