Dubai Shopping Festival's DOOH Lighting up Dubai with Million-Point Blue Rewards
Since its last appearance in Jan 2025, the annual month-long event, Dubai Shopping Festival, steps into the season of Million-Point wins from Blue Rewards at Dubai Festival City Mall, featuring Modhesh and Dana, the lovable mascots of Dubai's major events like the DSF and Modesh World.
The offer could turn a shopping spree into a chance to become a Blue Millionaire, which anyone can spend 300+ AED or more at Dubai’s Festival City Mall from 5th December 2025 to 11th January 2026, and win 1 million points with Blue rewards, Al-Futtaim’s digital loyalty program, exclusively for Blue Rewards members.
The imagery shows a family walking inside the mall with shopping bags, displaying excitement and engagement, against a large “1M” visual in the center, which immediately signals a significant monetary incentive, and is placed between the beloved, cheerful mascots Modhesh and Dana, embodying fun, joy, a connection to the DSF, and family adventures in Dubai. Including both the Arabic tagline translated to “Modhesh & Blue Millionaire Rewards,” and the offer “Spend 300 AED or more at Dubai Festival City Mall.”
The campaign launched in the first week of December across Dubai. Additionally, it aims to increase mall foot traffic during DSF, boost basket sizes to the 300 AED target, grow Blue Rewards app usage and loyalty engagement, and position Dubai Festival City Mall as a leading DSF destination with a major prize opportunity.
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