CLIENT
Babyshop
Mitin Chakraborty, Head of Marketing
Joana Lima, Assistant Manager Social Media
Mona El Zibda, Marketing Manager
AGENCY
Tahaab Rais, Regional Head of Strategy
Vicky Kriplani, Group Account Director
Oliver Robinson, Regional Executive Creative Director
Aunindo Anoop Sen, Creative Director
Smit Agrawal, Senior Art Director
Vaibhava Bhatnagar, Senior Copywriter
Manar Abdulla, Head of Arabic
Feel Productions LLC
SUMMARY
To enable Babyshop, a children’s retailer, build a more compelling connection and importantly, relevance with Emiratis, we strategically chose UAE’s National Day as a connection point.
And we did something no other children’s retailer has done, to positively disrupt not just baby advertising but also National Day advertising.
On UAEs 49 National Day, we celebrated and featured the babies of tomorrow.
Babyshop earned not just their attention but also their share-of-wallet as sales volume and value increased significantly over the National Day period, despite COVID-19 and no ‘sale’ nor incentives.
