Babyshop: Al Umobuwah – Putting 'Mum' into 'Parenthood'
Agency FP7 McCann Dubai
Advertiser Landmark Group
Country Middle East & North Africa
Baby retail brand Babyshop used a multichannel approach and created a new Arabic word to drive brand meaning, and sales, in the Middle East.
Babyshop created a new Arabic word that meant 'motherhood' and 'fatherhood' and launched it on Mother's Day with an online film and school outreach programme.
Brand love for Babyshop among Arab mothers grew by 32%.