The Good Store.
TECOM Group opened 'The Good Store' across its Dubai business districts in Ramadan 2023: shops and shelves where scanning a product led to a donation to the Emirates Red Crescent.
- Brand
- TECOM Group
- Agency
- Hill & Knowlton
- Market
- UAE
- Region
- GCC
- Year
- 2023
The challenge
Newly listed TECOM Group wanted to rally its communities of businesses, students and professionals around one cause and stand out among Dubai's many Ramadan donation drives.
The idea
Hill & Knowlton turned grocery shopping into a way to give. An unstaffed pop-up store in Dubai Design District, a supermarket takeover in Dubai Internet City, storefront posters on empty units and a touring shopping cart all carried QR codes to a microsite linked to the Red Crescent's donation platform. The products never left the shelves; they worked as points of sale for donations.
Results
- 7,500+ donors and more than AED 100,000 raised in the first two weeks, according to the campaign's awards entry board
- More than 24,000 donors and over AED 200,000 raised, according to the agency's Cannes Lions 2024 entry
- Organic reach of 15 million, according to the same entry
Case study source: Campaign Middle East Source ↗
Credits
- Client
- TECOM Group
- Charity partner
- Emirates Red Crescent
