2012 Winners & Shortlists

The Campaign

For almost 4 decades, Babyshop has been recognized and trusted as the reliable "one-stop-shop" for 0-16 year olds; providing clothing, accessories, toys and baby necessities. Recently, Babyshop realized that it was losing the "hip" battle against fashion brands which were expanding into the kids clothing line. Our challenge was to evolve Babyshop from being a "necessity" brand to a "fashion brand" and in doing so change popular perception. Our target audience was not limited to mothers, but included today's children, whose fashion sense is developed and demanding. Kids today are style and color conscious from an early age, they choose their own clothes, shoes and accessories which reflect their identity and express their individuality. So we created an activation called "Babyshop Be The Next Star", a model hunt with the aim of catapulting Babyshop's loyal kids consumers into being star models and becoming true brand advocates within their social circles.

Success of the Campaign

In just 5 weeks, over 6086 entries were generated in the UAE only. Babyshop received over 1500 new fans on their Facebook page. 500,000 Fashion catalogues were distributed across the GCC, showcasing the Babyshop Star Models. The fashion show itself attracted an audience of over 3000 people while the PR value was estimated at USD 402,065. During the course of the activation Babyshop's sales grew by an unprecedented 16%.

Describe how the campaign/entry was launched and executed across each channel in the order of implementation.

"Be the Next Star" model hunt started with parents uploading their children's pictures on a special microsite to win a chance to become Babyshop's "Next Star".Roadshows and activation events across 6 malls & 27 Babyshop stores were held where promoters recruited kids as well. In just 5 weeks,over 6086 entries were generated in the UAE alone.300 kids were shortlisted for a professional casting session.A judging panel then chose 25 winners and 19 runners-up. The top 44 contestants attended a 5 day modelling workshop and walked the Fashion ramp at a specially created Fashion Show at Dubai Mall's Fashion Avenue. This event attracted a massive crowd of onlookers,fashion journalists,media & VIP guests. Screens around the Fashion Avenue played the children's journey to stardom. Babyshop's Facebook page was used to fuel the engagement as the entire activation was supported in print,online,outdoor and radio. Post event, a professional photoshoot of the 25 winners was done, showcasing the Fall/Winter collection for the Babyshop catalogue, instore-branding, print and outdoor campaign.