During the Shopping Center and Retailer Awards 2019, Abu Dhabi-based Deerfields Mall scooped a Gold Award in the ‘cause-related marketing’ category for its Ramadan ‘Be A Rock’ campaign.
The campaign invited the community to be a support network for people of determination by purchasing a rock that had been hand-painted by people of determination or painting one for them to show their support. All the painted rocks by the community were donated to SEDRA Foundation, with the proceeds going to Emirates Red Crescent and the SEDRA Foundation.
Director asset management, Deerfields Mall, Matthew Reay enthused: “It’s a proud moment to be recognised by the Middle East Council of Shopping Centers (MECSC) and winning the prestigious and only Gold award for the cause-related marketing category. It strengthens our promise of creating moments and marketing campaigns that bring the community together.”
Meanwhile, marketing manager, Deerfields Mall, Jenny Angeles declared: “As a community mall, our aim is to always give back to the community or create initiatives that help the community. We are so humbled to have won the Gold Award for the ‘Be a Rock’ campaign that embodies the message of coexistence and inclusion of people of determination within the society, which is also very relevant in this Year of Tolerance.”