Majid Al Futtaim / UAE / 2026Retail & Shopper · PR Stunts
Ma'an by MAF.
With Dubai SME, Majid Al Futtaim gave homegrown small businesses shelf space and mall pop-ups across its retail and leisure brands, promoted almost entirely through earned media.
- Brand
- Majid Al Futtaim
- Agency
- Gambit Communications
- Market
- UAE
- Region
- GCC
- Year
- 2026
The challenge
Majid Al Futtaim wanted to support UAE small businesses facing tough trading conditions, with no dedicated PR or media budget for the initiative.
The idea
Ma'an by MAF, run with Dubai SME, invited SMEs to apply for placements across the group's portfolio, including THAT Concept Store, lululemon, VOX Cinemas and Crate & Barrel. A press launch and broadcast and newspaper interviews drove applications, then a roadshow of pop-up spaces moved through Mall of the Emirates, City Centre Mirdif and City Centre Deira, two weeks at each.
Results
- 7,800 applications within two weeks, after which registrations closed
- 59 placements for 57 brands
- Gambit reports 53 pieces of earned coverage within 48 hours, 12 media interviews and a cumulative reach of more than 75 million
Case study source: Campaign Middle East Source ↗
