Sharaf DG campaign goes ‘all-out' to thank customers and celebrate 20 years

Campaign ME

2 days ago

Sharaf DG – one of the leading electronic retailers in the Middle East with presence in the UAE, Oman, Bahrain, Egypt and Saudi Arabia – has revealed an omnichannel marketing campaign to mark its 20th anniversary in the region.
Through the campaign – which included everything from surprise mall activations, digital takeovers, newspaper ads, influencer-led social media buzz, bank collaborations, as well as exclusive online offers and subscription offers – the brand aimed to 'go all out' to thank its customers and reaffirm its future-forward focus in the region.
The ambitious, emotion-first marketing campaign was launched across the UAE, Oman, Bahrain, Egypt, and for the first time in Saudi Arabia, signalling the brand's bold expansion plan in the region.
View this post on Instagram
A post shared by Sharaf DG (@sharafdguae_official)
Keeping customer love at the heart of its celebrations, the Sharaf DG 360-degree campaign was designed to surprise, reward, and re-engage, no matter where or how customers chose to shop.
The brand introduced DG Man, a mystery gift-bearer, who became one of the most talked-about parts of the mall activations. The disguised team member surprised unsuspecting mall-goers and even employees, with a choice between a mystery box and assured vouchers.
What began as a marketing idea quickly turned into a social media moment.
View this post on Instagram
A post shared by Sharaf DG (@sharafdguae_official)
To keep the energy high within stores, the Puzzle Pop activation invited spending customers to win on the spot, making winners out of everyday shoppers.
Hero offers that delivered value included:
20x SHARE points at MAF Malls
Free Yasmina AI speaker and a Yango Play subscription
Free Smiles Unlimited subscriptions
Bank collaborations across Emirates NBD, FAB, Dubai First, Al Hilal, and SIB
Online exclusives such as AED 200 cash-back as well as scratch-and-win promotions
View this post on Instagram
A post shared by Sharaf DG (@sharafdguae_official)
From print to platform takeovers
In a strategic blend of traditional and digital media, Sharaf DG looked to take its campaign to every corner of the region.
This strategy included a full-day takeover of Khaleej Times' website, driving millions of impressions and reinforcing the scale and impact of the celebration.
Print was not left behind. A full-page newspaper advertisement ran in a key title, serving the 20th anniversary celebration and driving brand awareness in equal measure.
Powering the reach: Influencers and regional nuance
The campaign wasn't just broad, it was deeply local.
In each market, messaging and tactics were adapted to suit the cultural tone and shopper behaviour. While the UAE leaned heavily on omnichannel experience, Egypt and Oman saw more tactical rollouts in partnership with local media.
Meanwhile, a diverse array of influencers, spanning Emiratis, Arab expats, South Asians, and Gen Z communities rallied around the anniversary, documenting activations and sharing joyful moments on Instagram and TikTok.
View this post on Instagram
A post shared by B. KAR (@bony.kar)
Behind the scenes, BPG Group played a pivotal role in orchestrating media buying, facilitating exposure, and creating synergy between platforms.
A Gulf News supplement further added editorial heft to the campaign, while bank partnerships ensured wider transactional engagement.
While the campaign celebrated two decades of service, Sharaf DG told Campaign Middle East that it is far from done.
'The 20th anniversary campaign wasn't just a celebration, it was a statement. Through the rest of the year, customers can expect surprises, rewards and elevated shopping experiences designed to keep the spirit of the anniversary alive long after the candles have been blown out.' the brand shared in a written statement. 'This reaffirms our commitment to innovation, customer connection, and market leadership across the region.'
The success of the 20th anniversary campaign is being measured through reach and engagement.
CREDITS:
Client and in-house delivery: Sharaf DG
PR and media agency: BPG Group