Dubai announces massive 12-hour sale with discounts up to 90%
Starting July 18, GDSS will offer discounts of up to 90 per cent across Majid Al Futtaim malls.
The sale will run from 10 AM to 10 PM at Mall of the Emirates, City Centre Mirdif, City Centre Deira, City Centre Me'aisem, and My City Centre Al Barsha. More than 100 local and international brands will participate in the event.
Dubai's biggest summer sale
Shoppers can purchase outfits, beauty cosmetics, home furnishings, electronics, and supermarket items during the sale.
The event marks the launch of GDSS, which runs from July 18 to August 10.
Customers who spend AED 300 or more at Mall of the Emirates, City Centre Mirdif, and City Centre Deira can win prizes through a prize wheel.
Fashion, accessories, and food and beverage shoppers can receive 5 per cent cashback through the SHARE app by scanning receipts.
Mall of the Emirates customers can earn up to 20X SHARE points on purchases of AED 2,000 or more in a single transaction.
The GDSS includes a 'Shop, Scan and Win' promotion during the same time period. Shoppers who spend AED 300 or more at participating stores can scan receipts to enter a prize draw for AED 1 million in cash or a Nissan Patrol.
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Skywards Everyday members can earn 25 per cent bonus Miles on transactions through Skywards Everyday and Skywards Miles Mall.
Members can also win a share of 1 million miles on purchases of AED 100 or more at Skywards Everyday partners and Skywards Miles Mall UAE.
Dubai Summer Surprises 2025 is supported by Commercial Bank of Dubai as a key sponsor. Strategic partners include Al Futtaim Malls, Al Zarooni Group, AW Rostamani Group, DHAM, Emirates Airline, ENOC, e&, Majid Al Futtaim, Merex Investment, and talabat.
The festival runs for 66 days from June 27 to August 31, featuring three shopping seasons: Summer Holiday Offers (June 27 to July 17), Great Dubai Summer Sale (July 18 to August 10), and Back to School (August 11 to 31).
Dubai Festivals and Retail Establishment (DFRE), an agency of the emirate's Department of Economy and Tourism, organises the event as part of positioning the city as a tourism destination.
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Hi Dubai
2 hours ago
- Hi Dubai
Why Hype Marketing Doesn't Always Work for Dubai Businesses
Dubai has long mastered the art of making headlines. With record-breaking skyscrapers, artificial islands visible from space, and retail launches that feel more like festivals than openings, the city thrives on visibility. It's a place where grand announcements and rapid rollouts are the norm—and where standing still often feels like falling behind. But beyond its architectural feats and luxury appeal, Dubai's business scene is equally driven by spectacle. Brands routinely rely on flashy product launches, high-profile influencer campaigns, and short bursts of viral attention to capture market share. This strategy—widely known today as hype culture—prioritizes visibility, buzz, and first impressions over longevity or gradual market building. Globally, the term 'hype marketing' has grown in relevance. According to HubSpot's 2024 Marketing Trends Report, nearly 65% of brands now consider viral potential a core KPI for campaigns. In the UAE, this figure is even higher: a 2023 YouGov survey revealed that 7 in 10 marketers in the country actively prioritize influencer collaborations and 'wow factor' visuals when planning product rollouts. But is this short-term visibility translating into long-term loyalty? In a market like Dubai—where competition is high and consumer attention spans are short—many businesses are discovering that being talked about doesn't always equate to being trusted. How many of these viral launches lead to repeat customers? What happens after the camera crews and press kits are gone? In this article, we explore whether hype is helping or hindering Dubai's business growth. We'll unpack the psychology behind attention-led marketing, investigate its impact on consumer trust, and highlight the subtle difference between creating buzz and building a brand that lasts. The Rise of Hype Culture in Dubai's Business Ecosystem In today's Dubai, visibility often trumps value—at least at first. A scroll through Instagram or TikTok reveals a steady stream of beautifully shot pop-up cafés, extravagant product launches, and influencer-studded soft openings. This is the heartbeat of hype culture—a marketing phenomenon that prioritizes short-term virality over long-term engagement. Much of this shift has been fueled by social media's dominance in the UAE. According to DataReportal's Digital 2024 UAE report, social media penetration in the UAE sits at 98.6%, one of the highest in the world. Platforms like TikTok and Instagram are not just tools—they're the primary channels for brand discovery, especially among millennials and Gen Z. As a result, businesses now build entire launch strategies around 'Instagrammability', influencer appearances, and content that's designed to trend. This has created a kind of unspoken pressure. If a new café, skincare brand, or tech product doesn't 'go viral' within its first few weeks, it's often deemed unsuccessful—regardless of the actual quality of its offering. And this isn't hypothetical. Dubai has already seen a string of businesses that burst into relevance, only to quietly shutter a few months later. For instance: Coffee shops like Forever Rose Café and similar flower-themed cafés gained explosive attention for their interiors, often becoming viral photo ops. But many saw diminishing footfall once the novelty wore off. and similar flower-themed cafés gained explosive attention for their interiors, often becoming viral photo ops. But many saw diminishing footfall once the novelty wore off. Tech events and product expos across the city often gather buzz for big-name sponsorships and futuristic displays, but struggle with post-event engagement or community building. across the city often gather buzz for big-name sponsorships and futuristic displays, but struggle with post-event engagement or community building. DTC brands launched via influencer giveaways enjoy a spike in orders the first week, followed by sharp drop-offs, highlighting the limits of one-time hype. A 2023 WARC report on MENA marketing behavior found that over 70% of campaign KPIs in the UAE now include viral engagement, shares, and influencer impressions, but fewer than 35% track long-term brand recall or customer retention. This imbalance in performance metrics reveals a deeper issue: are we measuring what matters—or what's momentarily loud? Dubai's competitive landscape doesn't help. In a city where everyone is aiming to stand out, many businesses feel the need to outperform—not through substance, but through spectacle. And while this might capture attention, it doesn't guarantee loyalty. The Short-Term Gains vs. Long-Term Vision Hype can be an incredible launchpad—bringing in queues, clout, and curiosity. But what happens when the buzz fades? Many businesses in Dubai find themselves facing this exact dilemma. A brand might open with fanfare, trending on TikTok and drawing hundreds in its first few weeks. But without meaningful customer experience or long-term value, repeat visits become rare, and the brand's initial surge levels off quickly. According to a 2024 KPMG UAE Consumer Pulse report, 57% of UAE customers say they value consistency and service quality more than promotions or influencer endorsements. And yet, many businesses pour disproportionately into opening-day aesthetics, social media content, and influencer seeding—often at the expense of infrastructure, staff training, or R&D. This mismatch between perception and delivery can lead to what marketers call 'peak-too-soon syndrome'—a phenomenon where the highest traction comes at the beginning, followed by a steep drop. In Dubai's F&B sector, for instance, it's not uncommon for a new restaurant to go viral during its first month, but close within the year due to poor service quality or inconsistent offerings. Industry insiders often point to concept-first strategies, where experience design trumps operational depth. Moreover, customer fatigue is real. With so many pop-ups, limited-edition menus, and gimmick-driven campaigns, consumers are becoming increasingly skeptical. A 2023 survey by Gulf Marketing Review found that 42% of Dubai residents feel overwhelmed by 'new' launches and prefer brands they can trust and return to. Even in retail and tech, brands that rely on one-time hype campaigns without sustained innovation risk falling behind. It's a pattern seen in several startup exits and stalled digital ventures where marketing budgets outpaced product development. In contrast, some of Dubai's most successful businesses have adopted a quieter but stronger growth model. Brands like The Lighthouse, Kibsons, and The Giving Movement have prioritized consistent quality, operational excellence, and meaningful brand storytelling—earning customer loyalty over time rather than depending solely on momentary buzz. The lesson? In Dubai's high-visibility market, it's tempting to chase short-term glory. But without a long-term vision, even the loudest launches risk becoming background noise. The Psychological Trap of Trend Chasing In a city where every week brings a new launch, it's easy for businesses to slip into reactive mode. A competitor goes viral with a flaming dessert or a futuristic selfie pod—and suddenly, everyone scrambles to mimic the idea. But chasing trends without a grounding strategy often leads to diluted identity and burnout, both for businesses and their customers. Behavioral research explains this urge through the concept of social proof and scarcity bias. According to Dr. Robert Cialdini's principles of persuasion, when people see others flocking to something, they perceive it as valuable—even if they don't fully understand why. Dubai's hyper-connected audience, always scrolling and sharing, accelerates this loop. Businesses feel the pressure to act now or miss out, leading to rushed rollouts and surface-level innovation. But novelty wears off fast. According to a 2023 PwC Middle East Retail Survey, 74% of UAE consumers try new brands for novelty, but only 28% return if core value and service are lacking. The same report notes that brand switching is high in Dubai, largely due to the abundance of alternatives and the city's transient population, making brand loyalty difficult to establish without substance. The danger? Becoming a 'one-hit wonder'—a business that makes a splash and then disappears. Dubai's trend cycle is short; something exciting today can feel stale in six weeks. Restaurants, concept stores, and beauty services that rushed to ride a wave (e.g., Dalgona coffee or AI portrait kiosks) often saw sharp drop-offs once the trend faded or when a competitor replicated it better. Falling into trend-chasing traps can also stretch operations too thin. A 2024 insight paper by Gulf Business Strategy Group noted that 30% of concept-led F&B outlets in Dubai spent more on 'Instagrammable' interiors and viral campaign launches than on staff training, food quality control, or digital infrastructure. There's nothing wrong with tapping into cultural moments—but it must be strategic. Sustainable brands build from the inside out. They ask: 'What do our customers really need after the trend dies down?' and 'How does this align with our purpose?' In Dubai's high-churn market, resisting the urge to copy fast wins is what sets enduring brands apart. Trend participation can create noise—but without value, it rarely builds trust. Real Examples: When the Hype Fizzled Out Dubai has seen more than a few flashy launches turn into cautionary tales. While many of these businesses entered the market with strong influencer backing, viral campaigns, and long queues at opening, several failed to convert that initial attention into lasting success. 1. Salt Bae Burger – DIFC When Nusret Gökçe (a.k.a. Salt Bae) opened his burger concept in DIFC in 2021, the hype was instant. With the power of his global brand, social media theatrics, and celebrity clientele, the location attracted massive crowds in the first few months. But by early 2023, it quietly closed. Reviews cited overpriced burgers, long wait times, and inconsistent service. Despite the global appeal, Dubai's customer base—especially locals and seasoned expats—quickly became critical of style-over-substance delivery. It's a classic case of brand power without local adaptability. 2. 'Mirzam-Inspired' Chocolate Cafés In the wake of Mirzam Chocolate's artisanal success, several small concept cafés launched pop-up style chocolate and dessert bars in 2022 and early 2023, banking on the "local luxury" trend. Many opened in prime locations like Jumeirah or Alserkal Avenue with beautiful interiors and Instagrammable plating. By mid-2024, a majority of these had either scaled back operations or shut down. Their downfall was linked to lack of supply consistency, poor customer retention strategies, and no unique brand proposition beyond mimicking aesthetic trends. 3. House of Pops Flagship Stores Known for its all-natural popsicles, House of Pops initially gained popularity through delivery and kiosks. However, when it transitioned to large-format physical stores in high-rent areas, footfall didn't match projections. A few locations were later scaled down. This shows that product-market fit can be strong for one format (e.g., delivery or events) but doesn't always translate well into traditional retail. Over-expansion and underestimating the need for a broader in-store experience led to operational strain. 4. Themed Fitness Studios in 2021–2022 Several boutique fitness brands opened with niche themes—like boxing-meets-clubbing or silent disco yoga. Influencer promotions and opening events drew interest, but within a year, many of these brands shut down or rebranded. Why? A lack of consistent trainers, limited class diversity, and membership models that didn't match Dubai's transient audience. Hype filled the rooms initially, but the customer experience wasn't strong enough to keep them coming back. These examples underscore a pattern: hype creates visibility, but retention is a different game altogether. Flashy branding can only go so far in a market where customers are spoilt for choice and quick to move on if substance doesn't match the promise. What Actually Builds Sustainable Brands in Dubai In a city where new concepts launch daily, the real success stories are often the quieter ones—brands that prioritize customer value over viral moments. Sustainability in business doesn't come from a flashy opening but from consistent delivery, trust-building, and adaptability. 1. Project Chaiwala Launched in 2017 as a local tea brand inspired by street-style chai culture, Project Chaiwala grew steadily through community storytelling, great pricing, and quality ingredients. Instead of relying on big influencer campaigns, the brand expanded slowly—starting with cinema pop-ups and eventually opening standalone cafés across the UAE. Their secret? A deep focus on customer experience, culturally relevant branding, and community events, such as chai-making workshops and collaborations with local artists. Project Chaiwala became part of the cultural fabric, not just another café. 2. The Giving Movement Dubai-based sustainable fashion brand The Giving Movement launched in 2020 with a simple but powerful value proposition: for every item sold, USD 4 is donated to a charity. Rather than over-indexing on influencer hype, the brand focused on eco-conscious production, local warehousing, and clear ethical positioning. This approach paid off—by 2023, the brand had expanded to the KSA and global markets, with endorsements from regional celebrities only after building organic traction. According to Gulf News, The Giving Movement hit over AED 100 million in sales within three years, proving that mission-led branding with strong operational backing works in the long term. 3. Finyal Media This Dubai-based podcasting company quietly built one of the region's most engaged Arabic-speaking listener bases through storytelling. Rather than chasing quick hits, Finyal focused on content quality, cultural relevance, and consistent delivery. The result? Major partnerships with Spotify, MBC Group, and regional brands looking to reach Gen Z and millennial Arab audiences. They became a go-to for content localization in a region dominated by English-first media, showing that investing in niche value pays off. In all these examples, the common thread is a commitment to listening to users, scaling responsibly, and planning with purpose. Brands that regularly adapt based on customer feedback, use performance data to drive decisions, and build loyalty through shared values tend to last longer—even in a market as fast-moving as Dubai. While hype can give you a stage, it's the substance that keeps you there. A New Metric for Success: Engagement Over Excitement As Dubai's consumer landscape matures, businesses are starting to shift their focus from flashy metrics—views, likes, and footfall—to more sustainable indicators of success like customer lifetime value (CLV), retention rates, and repeat purchase behavior. This change is long overdue. According to a 2024 report by McKinsey Middle East, brands in the UAE that prioritize retention strategies see up to 60% higher profitability than those focused mainly on acquisition. Yet many startups still chase virality, measuring their success by how loud the initial launch is rather than how long customers stick around. In contrast, brands like Pinza!, the UAE's homegrown healthier pizza chain, are showing how to do it differently. They've kept their marketing relatively quiet, relying more on customer feedback loops, subscription models, and loyalty incentives than short-term promotions. The result is a steady rise in delivery app rankings and social reviews without massive marketing blowouts. Similarly, Locale, a new food-tech platform by KRUSH Brands, is reshaping the restaurant delivery model in the UAE by prioritizing tech-enabled customer retention. Rather than flooding the market with influencers, Locale offers curated menus, personalized user experiences, and backend analytics to optimize what customers are likely to reorder. They also maintain ownership of customer data—which third-party delivery apps usually keep—allowing them to fine-tune services based on user habits rather than trends. What businesses are beginning to realize is that virality is not a business model. Excitement can spark a conversation, but engagement builds a company. KPIs worth tracking in Dubai's saturated market now include: Repeat visit rates (physical and digital) Average order value over time Referral rates from existing customers Email/SMS open rates for long-term communication Customer support ticket satisfaction Ultimately, the brands leading the new wave of business in Dubai are those who measure loyalty, not just launch buzz. They're redefining success not by who talks about them once, but by who keeps coming back. Dubai's growth has always been fast-paced, but speed without direction rarely leads to endurance. In an increasingly discerning market, consumers are no longer impressed by aesthetics alone—they expect reliability, value, and authenticity beneath the branding. The brands that will last are not the ones making the loudest entrances, but those quietly solving real problems, delivering on their promises, and staying responsive as expectations evolve. The goal is not just to be seen, but to be seen for the right reasons. A thoughtful business strategy, rooted in clarity and long-term vision, will likely outlive a hundred trending campaigns. As Dubai continues shaping itself as a global business hub, perhaps its most successful brands will be those that prioritize substance over spotlight. Success, after all, isn't about being seen once—it's about being remembered often, for the right reasons. Also read: Influencer Marketing in Dubai: A Guide for Businesses to Drive ROI Unlock ROI with our practical guide to Influencer Marketing in Dubai. Learn strategies, navigate UAE regulations, identify key players & avoid pitfalls for business growth. Dubai's Thriving E-commerce Market: How to Start Your Online Business Are you fascinated by Dubai and its remarkable advancements so far? Check out this comprehensive guide on achieving E-commerce success in the UAE. Insights into the Growing Influencer Marketing Scene in MENA Influencers leverage multiple platforms, channels, and media to creatively connect with their followers, while brands seek successful collaborations to tap into these audiences.
Emirates Woman
4 hours ago
- Emirates Woman
How I got my job as… Founder of this luxury UAE-based PR agency
This week, we speak to Elvira Jain, Founder of Maison Ellyse, a luxury PR agency based in the UAE. Welcome to the Emirates Woman weekly series 'How I got my job as…' where we speak to some incredible entrepreneurs and businesswomen both based in the UAE and globally to find out about their career paths that led them to where they are now; what their daily routines look like; the advice they'd give to those starting out; and the hurdles they've had to overcome. Having moved to Dubai many years ago, Jain established herself as an entrepreneur in the region, to finally opening her own PR agency with luxury clients. To delve, into her journey further, Emirates Woman sat down with to see how her journey began. What was your favourite subject at school? Maths, Chemistry and Geography. However, Geography is what pushed me to be a model and travel the world , and math to open a business. What was your first job? I started modeling at 16 years old and it lasted for the next 14 years. What brought you to Dubai? I came On a model contract with MMG models and after have traveled and worked in so many countries around the world I really loved Dubai , and also having a great model portoflio with so many magazine editorials, covers ,campaigns from around, i was getting very good campaigns with all the high-end fashion houses like Gucci ,Dior and more in Dubai so I stayed here. What inspired you to enter the space and launch your brand? Maison Ellyse came as a result of all the contacts ,connections that I build it since I was 16 years old . That's why our motto is 'build timeless connections and legacies 'We focus on PR, strategies, media, content creators and celebrities. But not only , we are very result driven. And we like to guide as well and share connections or ideas for business growth and development if is needed ,so we really check individually what a business needs and help in all . Maybe is big said ,but there is nothing that we can not do or achieve. Talk us through the concept? Maison Ellyse is a luxury PR agency based in Dubai with A360 degree approach for a brand to succeed. We work on all Gcc region ,but not only . We have our partners and connections in Europe. Also, the USA as we just recently placed some of our brands in showrooms in Los Angeles and Farfetch . Our connections is our strength and is what makes us stand out in the market. What are the key elements of your role? I overview everything, build and sustain connections and jump in where is needed to support the team. View this post on Instagram A post shared by Elvira Jain (@elvirajain) Talk us through your daily routine. My daily routine if I am home and not traveling is wake up ,prepare my old son for school ,play with my small one , then go to office ,meetings , doing Pilates two to three times a week and evening spend time with the kids and family. What advice do you have for anyone looking to follow in the same footsteps? Just focus and be sure what you want to. Do and achieve and go towards it. Tell us more about the services? We do organic media relations and PR, interviews, celebrities ,influencers ,collaborations between brands to maximise awareness ,pr plans and strategies to spread maximum awareness in the region for the brands to grow . We focus on F&B , fashion , hotels , Wellness, beauty & aesthetic clinics. From brands such as Zieda Clinic to Ladërach, our clients portfolio is growing by the day. What is the best piece of advice you have ever received? Be patient, everything comes at its time. View this post on Instagram A post shared by Maison Ellyse (@maison_ellyse) And what is the worst? I don't think I got any bad advise because I really analyse everything and think ten times before doing something. What's the biggest challenge you have had to overcome? Challenges come at every step . But one of the major was when I was opening a beauty clinic and in end I opened a PR agency and I am so happy about. So sometimes challenges are good because it bring you growth in a right direction. What's lies ahead for the brand? We are planing to expand Maison Ellyse in other few other countries in the coming few years. For more on luxury lifestyle, news, fashion and beauty follow Emirates Woman on Facebook and Instagram Images: Supplied
Campaign ME
4 hours ago
- Campaign ME
Emirates NBD's anti-fraud campaigns enhance consumer protection
As banking undergoes a digital revolution, the sophistication of financial fraud is keeping pace. As banks adopt advanced technologies to improve customer experience and streamline operations, cybercriminals are similarly exploiting these innovations to craft more sophisticated schemes targeting mobile and online users. Recognising the pressing challenge of fraud, Emirates NBD, a prominent banking group in the MENAT region, has unveiled a multifaceted anti-fraud initiative under the banner of #UnitedAgainstFraud. This comprehensive campaign, launched in collaboration with Dubai Police and the Central Bank of the UAE and featuring a series of consumer awareness videos on social media, exemplifies the bank's unwavering commitment to customer protection. Financial fraud has become increasingly sophisticated, with scammers exploiting digital platforms to target unsuspecting victims. Emirates NBD's proactive stance aims to raise public awareness and educate consumers about real-time scams, encouraging individuals to remain vigilant against fraudulent activities and actively report such incidents. Emirates NBD has remained at the forefront of customer protection in digital banking, committing AED 1bn to digital transformation. This significant allocation supported a four-year IT transformation, which entered its final year in 2020, and was dedicated to building world-class capabilities through significant architecture, infrastructure, operating model and platform upgrades. The bank's approach acknowledges that technology alone cannot combat this threat – it requires a collaborative effort between financial institutions, law enforcement, and an educated public. The #UnitedAgainstFraud campaign emerges from this understanding, representing a holistic approach that goes beyond traditional security measures to create a culture of awareness and vigilance. The #UnitedAgainstFraud campaign, featuring innovative Ripple Effect storytelling, immersive Vox cinema experiences, a 'Spot the Fraudster' campaign, and trending social content, builds on a legacy of public awareness efforts. These include the 2023 #IWillSurvive campaign, an upbeat video adapted from Gloria Gaynor's hit to encourage fraud reporting, and the 2019 Dubai Police collaboration 'It Wasn't Me' video, which provided identity and account security guidelines. The #UnitedAgainstFraud campaign has delivered exceptional results across multiple channels and touchpoints, showcasing the power of integrated marketing strategies in public awareness initiatives. The diverse campaign portfolio demonstrates remarkable versatility in audience engagement approaches. 'The campaign goes beyond traditional security measures to create a culture of awareness and vigilance.' Collectively, the campaign generated an impressive 13.7 million total impressions and successfully reached 7.5 million people, with the 'Spot the Fraudster' series alone contributing 814,000 views to the overall engagement figures. These outstanding metrics not only highlight the campaigns' extraordinary success in capturing widespread public attention but also validate the effectiveness of combining creative narrative techniques with urgent educational messaging. One of the most impactful components of the #UnitedAgainstFraud initiative is the Ripple Effect campaign, which illustrates the far-reaching consequences of unreported fraud. This campaign utilises powerful storytelling to demonstrate how silence in the face of scams creates a dangerous cycle that affects not just individual victims, but entire communities. The campaign features two compelling video narratives that drive home a critical message about fraud reporting. The first video emphasises that scammers thrive when their activities go unreported, creating a dangerous ripple effect of consequences that spread beyond the initial victim. The second video in the series represents a ground-breaking achievement in regional advertising. Emirates NBD pioneered the region's first AI-powered storytelling film for fraud awareness, featuring Hanan's story set in a virus lab. This creative approach uses the metaphor of viral spread to illustrate how unreported scams multiply and contaminate the digital ecosystem, much like a virus spreading through a laboratory. The AI-generated narrative serves as a bold reminder that every report of a scam counts, encouraging viewers to speak up, stay safe, and remain vigilant. The campaign demonstrates how cutting-edge technology can be leveraged for social good, creating impactful messaging that resonates with modern audiences. Another notable and successful activation is the Freej video campaign, where the bank teamed up with the much-loved characters from Freej to raise awareness among Emiratis about various types of fraud activities, and how to avoid them. The 'Spot the Fraudster' campaign transforms fraud education into an engaging, interactive experience that challenges participants to differentiate between legitimate contacts and potential scammers. By offering AED 2,000 as an incentive, the campaign creates a compelling reason for public participation while building critical fraud detection skills. This gamification approach makes the serious topic of fraud prevention accessible and engaging for younger demographics who might otherwise ignore traditional awareness campaigns. The interactive nature of 'Spot the Fraudster' serves multiple educational purposes. Participants must actively analyse communication patterns, identify red flags, and make decisions about legitimacy – exactly the skills they need in real-world situations. By encouraging participants to think critically about potential threats, the campaign builds lasting behavioural change that extends far beyond the game itself. One of the most eye-opening initiatives within the #UnitedAgainstFraud campaign is the Vox social experiment, which provided crucial insights into real-world consumer behaviour when faced with potential scams. Conducted with 220 moviegoers at a local UAE cinema, this experiment created a controlled environment to test how people respond to fraudulent schemes in realistic settings. The experiment placed unsuspecting cinema attendees in a simulated real-time scam situation where a bot offered free popcorn via an SMS link, leading to a mock hacking experience for participants. The results were both sobering and educational: nearly 90 per cent of participants fell for the scam, highlighting the vulnerability of even cautious consumers to well-crafted fraudulent schemes. This activation effectively illustrated how easily personal details, OTPs, and banking information can be compromised through seemingly innocent interactions. More importantly, it created a lasting psychological impact on participants who experienced first-hand the sophisticated nature of modern scams. The social experiment also highlighted the importance of staying vigilant across all digital platforms, as fraudsters increasingly use diverse channels including social media, messaging apps, and even entertainment venues to reach potential victims. The campaign emphasised that scammers continuously adapt their tactics, using various platforms and sources to attack victims and steal information, personal details, IDs, OTPs, and banking information. Likewise, Emirates NBD's video awareness series represents a dynamic approach to fraud prevention that tackles the most current and prevalent fraud schemes targeting UAE consumers. This responsive strategy ensures that fraud prevention education remains relevant and timely, addressing emerging threats as they appear in the market. The comprehensive series covers a wide range of contemporary scams that affect different segments of the UAE population. For instance, the fake Hajj scam video, contextually produced for the Hajj season, addresses the exploitation of religious obligations, warning consumers about unofficial packages that lack proper permits and official procedures. The message is clear: 'Don't let scammers ruin your Hajj. Every year, many people get tricked by fake Hajj deals that lead to nothing. If someone offers you a package without proper permits, official steps, or a real office, it's not a deal, it's a scam.' This campaign specifically targets one of the UAE's most vulnerable demographics during holy seasons, when emotional investment can override rational decision-making. Concert ticket fraud receives attention through messaging that encourages consumers to secure their entertainment experiences by purchasing only from verified websites or trusted sellers. The campaign uses relatable language – 'Don't let fake tickets steal your spotlight!' – that resonates with younger demographics who frequently purchase entertainment tickets online, connecting with their interests while delivering crucial safety information. The UAE Pass scam video addresses a particularly sophisticated form of identity theft targeting official government services. The campaign emphasises that 'Scammers are after your UAE Pass. Don't let them steal your identity. Never share your banking details or OTPs.' Given the UAE Pass's critical role in accessing government services, this campaign addresses a threat that could compromise both personal finances and official documentation access. WhatsApp scams, which often begin with deceptively friendly greetings, receive specific attention in a video that highlights how innocent interactions can lead to financial loss. The campaign message – 'WhatsApp scams may start with a friendly 'Hi!' But it can end in financial loss' – encourages consumers to question everything and protect their digital lives, acknowledging that modern scams often begin with social engineering rather than obvious requests for money. Seasonal awareness is addressed through targeted Black Friday campaigns that warn against fake deals and phishing scams during high-volume shopping periods. These campaigns provide practical guidance, encouraging consumers to 'tick the checklist' before purchasing and report suspicious activity immediately. The messaging combines prevention strategies with action-oriented responses: 'Don't let Black Friday become Black Fraud Day! Shop smart online and avoid shady deals. Safety over sales!' Through its 'United Against Fraud' campaign, Emirates NBD also actively educates labourers in camps on safe banking and financial literacy to prevent them from falling victim to scams. Beyond these social and community-focused initiatives, Emirates NBD's commitment to fraud prevention extends to the academic sphere as well. The strategic partnership between Emirates NBD and the University of Wollongong in Dubai (UOWD) represents a forward-thinking approach to fraud prevention education that targets students and the wider academic community. This collaboration recognises that young adults, particularly university students, represent both a vulnerable demographic and powerful advocates for fraud awareness within their social networks. The university partnership integrates fraud awareness into educational programmes and activities, ensuring that fraud prevention becomes part of the broader educational experience rather than a standalone initiative. Students, as digital natives, are simultaneously particularly vulnerable to sophisticated online scams and highly effective at spreading awareness through their extensive social networks. They often have limited financial experience but high digital engagement, making them prime targets for scammers while also serving as influential voices within their peer groups. Furthermore, the partnership extends the campaign's reach into the wider community, as students often serve as informal educators for family members and friends who may be less digitally savvy. This multiplier effect ensures that fraud prevention knowledge spreads beyond the immediate target demographic to reach vulnerable populations who might not otherwise receive this education. Contribution by Emirates NBD.
