The Dubai Mall rises on prime digital-OOH spots across the UAE, with a brand new Back to School awareness campaign. Dubai Mall's previous appearance on Dubai's DOOH scene was through a promotional campaign that encouraged consumers to enjoy a summer of shopping at The titular Mall and earn 15% Bonus Skywards Miles. The world’s largest mall is back on billboards fiercer than ever with its back to school campaign that uses the ad copy Win Incredible Prizes and Join Us for Family Activities, since the Dubai Mall is offering fun-filled activities during this “back to school” season, hosting activities and events convenient for both parents and children starting from the 26th of August to the 15th of September. Consumers can expect shopping, entertainment, sports, art, and much more. According to Dubai Mall's official website, there will be a school bus market where parents can grab essential school supplies, clothing, and accessories from a range of different kids' shops. The activities are also expected to include Khayt, an interactive art installation by DIDI which allows families to discover the traditional string weaving culture of the UAE through a live, interactive art exhibit. There will also be an AFC Asian Cup Fan Zone for eager football lovers along with Warner Bros. World™ Abu Dhabi indoor theme park, with exciting, engaging, and fun activities packed. There will also be a Skechers challenge for the charity that will be donating a pair of shoes to children as part of a fun-sized maze challenge. The ad visual uses a small font for The Dubai Mall, putting the spotlight on the Back to School slogan, with bright mustard yellow text boxes, and a large font to grab maximum attention of ongoing vehicles. Yellow is an enthusiastic, energizing, and optimistic color, which makes it appropriate for campaigns targeting youth. The visual uses a notebook paper background with an illustration school backpack stuffed with school accessories and stationery. The background also portrays pencils, rulers, light bulbs, calculators, and more school-related items. Another visual indicates that back-to-school activities and offers will be available from 20 AUG TO 04 SEP and this is highlighted in a bright pink splash which is a color used to communicate energy, motivate action, and encourage creativity. The last visual motivates audiences to Download the Dubai Mall App. The campaign is a fairly new one which was released during the fourth week of August as a limited OOH campaign taking the form of digital screens across the city of Dubai.
