Ajmal Perfumes – Qafiyati Launch Campaign
A large-scale experiential launch across 12 malls, 16 universities, and 18 outdoor sites in Saudi Arabia that invited consumers to co-create a special perfume through the Qafiyati Contest. 50 Beauty Advisors, 50 interactive QR-coded stands, and 10 influencers drove 180,000+ contest registrations and 90,000+ in-store gift collections.
180,000+
Contest Registrations
90,000+
Gifts Collected In-Store
46
Activation Locations
10
Influencers Activated
Ajmal Perfumes – Qafiyati Launch Campaign
A large-scale experiential launch across 12 malls, 16 universities, and 18 outdoor sites in Saudi Arabia that invited consumers to co-create a special perfume through the Qafiyati Contest. 50 Beauty Advisors, 50 interactive QR-coded stands, and 10 influencers drove 180,000+ contest registrations and 90,000+ in-store gift collections.
Digital
Product Launch / Experiential Activation
KSA – 12 Malls, 16 Universities, 18 Outdoor Sites
2024
From problem to measurable impact
A clear view of the campaign challenge, goal, execution plan, and final outcome.
Challenge
Engage Saudi consumers in a culturally resonant way that drives both digital participation and physical store visits for a new fragrance launch.
Objective
Invite the people of Saudi Arabia to co-create a new Ajmal perfume through the Qafiyati Contest, driving registrations, brand affinity, and in-store footfall.
Solution
FLC deployed 50 Beauty Advisors and 50 Arabic-inspired interactive stands across 46 locations, paired with 10 influencers and a QR-code mechanic linking digital entry to in-store gift collection.
Outcome
180,000+ contest registrations and 90,000+ gifts collected in Ajmal stores, with strong cultural engagement across KSA.
Campaign Story
Ajmal Perfumes set out to deepen its connection with Saudi consumers by giving them a stake in the creation of a new fragrance. The Qafiyati ('My Rhyme') Contest was the vehicle — a co-creation campaign that blended cultural pride with modern digital engagement. FLC deployed 50 Beauty Advisors across 12 malls, 16 universities, and 18 outdoor sites to educate consumers, guide contest entry via QR-code-enabled stands, and direct participants to Ajmal stores for gift collection. The 50 interactive stands featured Arabic-inspired designs that reflected local heritage, reinforcing the brand's cultural authenticity. Ten top influencers generated pre-launch buzz and drove real-time participation by sharing live content throughout the activation period. The QR code mechanic created a seamless phygital loop — digital contest entry online, physical gift collection in store — driving measurable footfall alongside campaign registrations. The campaign resonated strongly with Saudi audiences, achieving 180,000+ registrations and 90,000+ gifts collected while blending tradition with modernity through the co-creation concept.
Key Takeaways
- Co-creation mechanics 2014 letting consumers shape a product 2014 drive significantly higher contest participation than standard giveaways.
- Combining QR digital entry with mandatory in-store gift collection creates a phygital loop that converts online engagement into measurable retail footfall.
- Arabic-inspired stand design signals cultural respect and meaningfully deepens consumer connection in the KSA market.
- Influencer involvement at launch and throughout activation sustains momentum and amplifies reach well beyond the brand's own channels.
Results and impact
180,000+ contest registrations and 90,000+ gifts collected in Ajmal stores, with strong cultural engagement across KSA.
FLC deployed 50 Beauty Advisors, 50 Arabic-designed QR stands, and 10 influencers across 46 KSA locations for Ajmal's Qafiyati fragrance co-creation contest, generating 180,000+ registrations and 90,000+ in-store gift collections.
Ajmal PerfumesFrequently asked questions
", "answer": "Consumers scanned QR codes at branded stands to enter the contest online, then visited Ajmal stores to collect their gifts \u2014 creating a phygital loop driving both digital entries and in-store footfall."}, {"question": "How large was the on-ground execution?", "answer": "FLC activated 50 Beauty Advisors and 50 interactive stands across 12 malls, 16 universities, and 18 outdoor sites across Saudi Arabia."}, {"question": "What were the headline campaign results?", "answer": "The campaign achieved 180,000+ contest registrations and 90,000+ gifts collected in Ajmal stores, with strong cultural resonance among Saudi consumers."
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