Max Fashion: Abu Benti

Max Fashion, a fashion brand, launched a campaign in the United Arab Emirates to increase overall sales, consideration, purchase intent and positive brand buzz.

Campaign details

Brand: Max Fashion Brand owner: Landmark Group Entrant company: TBWA\RAADIdea creation: TBWA/RAAD Dubai Market: United Arab Emirates Sector: Clothing & fashion retail Media channels: Word of mouth, Influencers, KOLs, Online video, Social media, Point-of-purchase, In-store Budget: Up to 500k

Executive summary

Some discriminatory practices are thousands of years old. This is the story of how Max, a value fashion brand, fought against a naming practice that has existed in the Arab World for the longest time.

Max was experiencing decreases in both...

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