New corporate campaign shaped by Majid Al Futtaim commissioned research into happiness amongst UAE residents

UAE research highlights:        

• Nearly all (93%) of people are happiest when spending quality time with loved ones 
• One third (30%) spend an average of just five hours or less a week doing so  
• Half (46%) feel they currently waste at least two weekends per month by not spending time with family and friends and (48%) turn down offers to meet loved ones at least twice per month 
• Four fifths (81%) recognise they need to prioritise spending more quality time with those they love

Dubai, UAE, 12 March 2017:  Majid Al Futtaim, the leading shopping mall, communities, retail and leisure pioneer across the Middle East, Africa and Asia, today launched a new regional marketing campaign designed to inspire people to spend more quality time with loved ones. The campaign is based on an insight confirmed by research commissioned by the company across the region revealing people in the Middle East feel that spending quality time with friends and family is key to their happiness but they don’t prioritise it enough.  

The study surveyed over 1,000 people in the United Arab Emirates (UAE). It revealed that nearly everyone (93%) in the country is happiest when spending quality time with friends and family, however, one third (30%) spend just five hours or less a week doing so. The research also showed half (46%) of residents in the emirates recognise that they waste at least two weekends per month by not spending quality time with friends and family, while 48% turn down offers to meet loved ones at least twice a month. Four fifths (81%) of people surveyed agreed they need to prioritise more time for the people they love. 
 
Vino El Khatib, Chief Marketing Officer at Majid Al Futtaim – Holding, said: “We were inspired to conduct our study into the drivers of happiness when His Highness Sheikh Mohammed bin Rashid Al Maktoum made it a key component of the country’s national plan. When we got the findings, they highlighted a clear need to encourage people to devote more time to doing what they enjoy the most – spending quality time with friends and family – as in today’s fast-paced, hyperconnected world this all too often takes a back seat. We decided to respond to this insight by focusing our new marketing campaign on motivating couples, friends and families to spend time together and celebrate life to its fullest – a message that perfectly captures our vision of creating great moments for everyone, everyday.”

Majid Al Futtaim’s new campaign, ‘Create Great Moments Together’, is a subtle message asking people to do something that will make a difference to their life. It is a little reminder that the greatest moments in life come from experiencing, sharing and discovering life together, and that is what happiness is made of.

The campaign achieves its goal by bringing to life the many ways people express their happiness when enjoying special moments with family and friends. It will be highly visible across the region through mediums including outdoor advertising, social media, radio, and a television commercial. The commercial will be featured on television stations across the Middle east from today.