Majid Al Futtaim is a leading lifestyle pioneer across the Middle East and North Africa. The Majid Al Futtaim portfolio is vast, including 30 shopping malls and hotels, the rights to Carrefour in the MENA region, VOX Cinemas, as well as Ski Dubai and Ski Egypt.
A multi-national, one of a kind, sound project spanning over 150 separate locations.
Majid Al Futtaim’s venues have a footfall of over 200 million people per year and some of their offerings are world-famous, such as Ski Dubai (below). However, there was a relatively low level of awareness of the Majid Al Futtaim brand. So Majid Al Futtaim partnered with The Sound Agency and tasked us to create a customer journey like no other, where someone would be able to instantly recognise they were in a Majid Al Futtaim experience, simply through sound.
We began by auditing the Majid al Futtaim brand and analysing its competitors. To help form an understanding of the brand and customer experience, we visited The Mall of the Emirates, Dubai, where we took sound readings and measurements of the main mall, including the Carrefour, Magic Planet, Ski Dubai and Vox cinema, which are all part of MAF’s offerings. We also audited an external property in Sharjah called ‘al zahia’.
Once we had completed the audit work as well as seven onsite workshops with influential team members, we began designing the sound based assets around our findings, and the Majid Al Futtaim brand values: Bold, Passionate, Together.
The strategy, on paper, was simple; take the existing sonic logo, evolve it from a cold, minor-key variant, and create a warmer, bolder version. Then place it across every touchpoint imaginable.
We created variations of the sonic for all of MAF’s marketing assets. Constructing bespoke event music, new ringtones based on the sonic to download, notification sounds for the website and apps, a podcasting kit, and a set of audio guidelines to help digitally roll out all the assets.
The Mall of the Emirates
While we were rolling out the digital marketing assets, we began installing our physical solution in the Mall of the Emirates. A solution that was designed to ensure someone would be able to instantly know that they were in a Majid Al Futtaim experience, just through what they could hear.
Our strategy centred around creating 43 branded generative soundscapes to play throughout The Mall of the Emirates, each one designed from scratch to
- Include the sonic logo
- Create an amazing experience for the customer
- Include the individual sub-brands brand personality
This creative strategy followed the precedent set by the visual brand architecture where the letter M is constantly used but adapted to resemble every sub-brands purpose. With our work, the sonic was always included in the soundscapes but was flavoured appropriately.
The soundscapes we created included rest soundscapes for seating areas, car park soundscapes to make the space feel safer, luxury soundscapes for the premium shopping areas of the mall, we even went so far as to create a ‘sound of the sea soundscape’ for the fish counter at the Carrefour, sonically fulfilling the MAF vision of “Great Moments for everyone, everyday”. The most important soundscape, however, was the welcome soundscape, which played at every entrance to every MAF owned brand inside the mall, sonically letting customers know that they were entering a Majid Al Futtaim experience.
“Great moments for everyone, everyday”
The results of the pilot soundscape installation were customer happiness increased by 8%, and customer energy levels across the mall raised by 9% delighting the client.
On top of that, the client was so happy with the brand recognition strategy we had created and installed for them that we were instructed to begin the same process of auditing spaces and installing the sonic in their other 25 malls, including their sub-brands across the Middle East.
Today, we continue to partner with Majid Al Futtaim, helping them with bespoke sound problems, as well as maintaining the equipment we have installed across 90 different sites.
So now when you enter a Majid Al Futtaim experience, you can tell you are in one, not by its appearance, but through the experience which we have created together.
The Sound Agency has been an excellent partner for Majid Al Futtaim over the past three years, working tirelessly to provide the technical know-how and hands-on experience needed to help us install the Sonic smashable across the entire Majid Al Futtaim portfolio.
The Sound Agency’s customer service has been far beyond what we have come to expect from suppliers. The team has always been available whenever we have needed them (via email, face-to-face meetings, calls and WhatsApp) and has created any bespoke documentation that was needed. Their professional attitude and their competence have always left us feeling fully briefed and secure that our project was safe and in the best hands.
The Majid Al Futtaim sonic project represents a new level of ambition in audio branding: extensive strategy and marketing sound, multinational installations, and a clear return on investment. If you’d be interested in exploring how we could create a bespoke project that fulfils your needs, then click the link below.Contact us