Santa's secret island —
Bluewaters Island is the premier retail destination of Dubai. To celebrate the festive season, Dubai Holding wanted to wow customers with a jaw-dropping AR experience. As well as grabbing the attention of shoppers through their smartphones, it also needed to give them a reason to share it online.
The challenge
Sprinkling festive magic on Bluewaters Island
The AR experience came together with a print campaign and IRL activations, including a daily live drone show. By Magnetic taking Bluewaters Island and adding some festive twists, this 360 campaign really did blend the realms of the physical and digital together. We even made it snow in the desert… The custom Instagram filter encouraged sharing online to drive even more footfall to the shopping plaza.
How we navigated it
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The digital experience was a huge success, racking up over 10,000 views. Widening the digital footprint even more, the custom Instagram filter was used and shared over 1,200 times.
What changed
