When Dubai Mall opened, it took a lot of traffic from Mall of the Emirates (MOE) and this hurt. We knew people loved us, so rather than sulk, we decided to remind consumers of why we were their first choice.


To answer the problem, we brought Mall of the Emirates to life with the character, Moe. Being deliberately faceless, gender neutral and of non specific ethnicity,
Moe was able to be your personal interpretation of what Mall of the Emirates meant to you, whoever you are. This meant that people remembered Moe was their 'best friend' resulting in a 60% upturn in retained footfall and a 25% increase in spend across all F&B outlets.
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