/ case study

unboxing amazing for retail in Abu Dhabi

ClientRetail Abu Dhabi


ExpertiseIntegrated Communications
unboxing amazing for retail in Abu Dhabi
Client Retail Abu Dhabi Office


Expertise Integrated Communications Industry Retail Related Links www.retailabudhabi.ae/

the challenge:

Retail Abu Dhabi, the retail sector platform of the Department of Culture and Tourism – Abu Dhabi, faced the challenge of incentivising shoppers and reopening malls in the summer of 2020 following the outbreak of COVID-19.  Action UAE worked with Retail Abu Dhabi on the ‘Unbox Amazing’ campaign, a strategic cross-government and public-private sector collaboration between Retail Abu Dhabi; the Department of Economic Development – Abu Dhabi (DED); Visa, the world’s leader in digital payments; the emirate’s leading malls and retailers; and four leading banks. They united 21 malls and 3,500 shoppers via an unbeatable series of promotions, brand discounts, major giveaways and trend-setting shopping experiences.

our approach:

Action UAE worked with Retail Abu Dhabi on an integrated campaign to engage shoppers and meet DCT – Abu Dhabi objectives of boosting Abu Dhabi’s consumer sector and support the reopening of malls, build consumer confidence in the emirate’s expansive retail offering and promote the comprehensive health and safety measures that create safe shopping experiences. Traditional communications tactics were completed by a regional-first virtual shopping event, with Vogue Arabia and Retail Abu Dhabi premiering Vogue Fashion’s Night In – a luxury showcase of 44 participating brands and 197 SKUs available only in Abu Dhabi. The innovative programme comprised three hours of multi-format TV-style content.


  • 323 local, international and digital press clippings
  • 36.8 million impressions across all earned platforms
  • 23 influencers associated with Vogue Fashion Night In
  • 15.4 million video views on FB & IG

let’s work together