Babyshop: Al Umobuwah – Putting "Mum" Into "Parenthood"

Babyshop, a baby retail brand, used a multichannel approach and created a new Arabic word to drive brand meaning and sales in the Middle East.

Campaign details

Advertiser: Landmark Group Brand: BabyshopAgency: FP7/DXB DubaiCountry: Middle East & North Africa

Objectives

The most pertinent question being asked around retail circles is: "will brick and mortar retail survive?"

Industry watchers and analysts have raised this question and debated endlessly at almost every retail-focused congregation or online article. But, the necessary question is what do consumers want and how do retail brands win them in today's world full of choices?

In the race to temporarily gain share of wallet, retail brands have forgotten the importance of share-of-heart and winning respect.

In...

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