The Insight

Brand new to Dubai, lululemon wanted an impactful launch in the form of a one-off ‘we’re here’ event. But how can you ensure a successful launch event in a country where you don’t yet have the presence or brand awareness?

The Idea

Using this insight, we proposed an experiential-led launch campaign to drive brand awareness connected to the city, and staged a 3-part series of buzzworthy activations & events, as opposed to a single activity.

The series officially kicked off with #BreatheDubai – a private Yacht Party for stakeholders, VIPs, media and influencers. The next piece of the campaign revolved around opening their flagship store at Mall of the Emirates – driving a footfall of 209 Yogis to location after a morning yoga session in the Mall main Atrium space. At prime weekend opening hours, the user generated content on social media around the activation was impressive.

The final movement in the campaign to solidify their place in Dubai involved staging a community building event on the beach, situated next to the iconic UAE flag installation on Kite Beach.

The combination of the 3 successful events over time to build their following, cemented lululemon as an active, fresh brand in the city.

The Impact

In just one night, 762 yoga mats were scientifically laid out for an aerial view and we successfully created the ‘Dubai’ media moment. On the day, there was a 1-hour yoga session (with 7 ‘happiness stations’ around for afterwards.) and a final attendance of 700+ yogis.