Dubai: Ever wondered how raffles work, who funds them and what happens to a win that remains unclaimed? Well, who better to ask than Abdalla H. Al Ameeri, Director, Raffles and Retail Promotions, Retail & Strategic Alliances, Dubai Festivals and Retail Establishment (DFRE). And that too in the thick of the ongoing Dubai Summer Surprises (DSS) with its surfeit of raffles. The top official answers key questions in an exclusive interview:
How integral are the raffles to DSS?
The raffles and promotions conducted throughout the festival are one of the most attractive pillars of DSS. They not only provide significant chances to win but also offer entertaining shopping experiences across malls and outlets of top brands throughout the city. Shoppers can indulge in a wealth of retail options and explore fantastic offerings available throughout the summer. Moreover, they have the opportunity to earn points, participate in draws, and receive tickets for a chance to win in daily or weekly draws. This adds an element of surprise that enhances the shopping experience and spreads joy throughout the city.
What has the response been like to the raffles this year?
This year’s response has been incredibly positive, surpassing our expectations with an outstanding seven per cent increase compared to our previous campaign. As DSS continues to evolve alongside with the city’s growth, so does the appetite for raffles and promotions that offer a rewarding experience for shoppers. At DFRE, we meticulously curate our summer calendar to ensure that both visitors and residents enjoy an unforgettable summer, full of delightful memories.
How do the DSS raffles work? Can you explain the process?
At first, we come up with an idea and mechanism to implement. Once all data is finalised within the team, we involve our strategic partners that collaborate with us to ensure new and creative plans to implement. After this comes the decision-making on prizes, draw dates, campaign timings and all the other important details that we communicate across the city as part of the raffle’s launch. The draws take place live to ensure transparency and build up excitement, and the lucky winners are finally announced either live or online.
Have you had any cases of unclaimed wins? What do you do in such cases?
Draws are usually conducted on a daily basis with multiple winners to increase the anticipation and celebrate the winners. There have been a few unclaimed wins. If the winner has not claimed the prize and cannot be reached, a redraw takes place to give someone else the opportunity.
The winning element is incredibly exciting, especially when a person wins without expecting it - staying true to the very name ‘Dubai Summer Surprises.’ It brings joy and happiness to winners, regardless of whether they are residents or visitors. Everyone hopes to have a shot at winning even once in their lives, no matter the prize
How do you generate the funds for the raffles?
All funds for the raffles programme and other aspects of DSS are carefully budgeted and planned out before the start of the campaign by the DFRE team. This is done internally and also with the support of our valued strategic partners that get the opportunity to be part of our campaign, showcase their offerings, and working together, provide the city with a spectacular festival year after year.
What are the main raffles this year?
All DSS raffles cover citywide promotions and offer big, exciting prizes throughout the summer season. This year’s offering has showcased the Dubai Summer Surprises Raffle Campaign 2023, the Glittering City of Gold Jewellery Deals and many raffle draws with Idealz offering huge prizes. Malls such as Mercato, Dubai Festival City Mall, Mall of the Emirates, City Centre Mirdif and City Centre Deira, have all offered plenty of shop and win opportunities across the whole of DSS.
How much in prizes have been given out so far?
The raffles offer an incredible chance to win a range of prizes that will be distributed across the summer until the end of DSS, with Enoc offering Dh1 million in cash, five Mercedes Benz A200’s from the Mercedes Mega Raffle, Dh2 million in cash, an apartment, and many other prizes by Idealz, five Nissan X-Trails with Dubai Shopping Malls Group (DSMG), a Cadillac Escalade when shopping at Mercato, Dh100,000 with Dubai Gold and Jewellery Group, a Toyota Supra with Dubai Festival City Mall, and much more, from SHARE and Blue Rewards loyalty points to dream vacations by City Centre Deira.
It is not too late to grab some of these chances to win.
You mentioned that there are some unmissable opportunities. Are there more in addition to the above?
Yes. Spend Dh300 or more and use the SHARE wallet or scan your shopping receipts through the app to get the chance to become one of the five lucky DSS SHARE Millionaires, each winning the equivalent of Dh100,000 in SHARE points.
Shoppers can win a brand new Nissan X-TRAIL with the ‘Shop, Drive & Live it Up’ promotion taking place at participating DSMG community malls, by purchasing items worth Dh200 at these malls until September 3, to receive a golden ticket, along with the chance to be one of the six lucky winners.
For more prizes and rewards, have an ‘Unforgettable Summer with Blue’ by spending Dh 300 or more at Dubai Festival City Mall to enter into a draw with a chance to win a staggering one million Blue Rewards points each week until September 3. Enter the draw by downloading the Blue Rewards app, sign up, and making a purchase of Dh300 or more to enter the weekly prize giveaway.
Jumbo Electronics has also launched its month-long mega Back to School raffle promotions. Enjoy deals on electronics from Jumbo stores and online and get a chance to win Dh25,000 in school fees, or a laptop daily by spending Dh1,000 on laptops, printers, monitors, accessories and more from Jumbo stores or the website.
Shop in stores or online with Pan Home from the kids’ collection featuring a new range of children’s furniture for Dh1,000 between now and August 31 to automatically be eligible to win a scholarship worth Dh30,000 towards your children’s school fees.
For another early bird Back to School offer, EMAX GenZ Student Privilege Card which is now available until September 15. Shop at Emax to unlock the card and get instant exclusive prices on laptops, including up to 30 percent off, premium gifts worth up to Dh500 on the latest laptops, plus an additional Dh100 EMAX voucher.
The Idealz mobile app and website has even more opportunities to win amazing prizes until September 30, including Dh2.5 million in cash and the chance to win a dream Dubai apartment by spending just Dh25.
What makes raffles attractive?
The winning element is incredibly exciting, especially when a person wins without expecting it - staying true to the very name ‘Dubai Summer Surprises.’ It brings joy and happiness to winners, regardless of whether they are residents or visitors. Everyone hopes to have a shot at winning even once in their lives, no matter the prize, and the DFRE team works harder each year to ensure that there are more and more exciting prizes for people across the whole city to enjoy.