MullenLowe MENA Uses Google Street View for City Centre Community Collection

City Centre malls, together with MullenLowe MENA, recently executed an action-grabbing digital campaign using Google Maps as a platform to generate awareness for City Centre’s new Autumn/Winter 2019 fashion collection. The brand “hacked” Google Maps’ street view feature, replacing the original content in the location of Deira, an iconic Dubai neighborhood, with images of a catwalk and models showing off the new collection.

Shot near City Centre Shindagha with a licensed Google 360 photographer, the digitised catwalk is now exclusively viewable on Google Street View and portrays the collection to shoppers in a truly immersive way.

The stunt-activation was executed as part of City Centre’s ‘Stay True’ AW19 campaign, which encourages people to stay true to themselves and promotes ‘real fashion for real people.’ The activation helps the fashion line stay true to its human-centric and community-focused identity by featuring customers scouted from the surrounding communities. It aims to generate content that engages and resonates with City Centre customers.

The Autumn/Winter collection 2019 shows off looks from mall tenants including Desigual, Okaidi, Vincci, Parfois, Aeropostale, LC Waikiki, Garage, Levi’s and H&M, which can be seen across the various viewpoints represented on Google Street View.

Rima Chammas, Majid Al Futtaim’s senior marketing director – Properties said: "We’re excited to be driving the industry forward by innovatively merging fashion and tech while celebrating streetwear."