2012 Winners & Shortlists

The Brief

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.

Describe how the promotion developed from concept to 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. Over 6086 entries were generated in the UAE in 5 weeks.300 kids were shortlisted for a professional casting session with the judging panel then chosing 25 winners and 19 runners-up. 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.

Describe the success of the promotion with both client and consumer including some quantifiable results

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%.

Explain why the method of promotion was most relevant to the product or service

This competition helped to get our fashion savvy children target group all excited about Babyshop. Since entries were generated on the Babyshop microsite, malls or instores, it pushed parents and children to visit the stores and see the new clothing lines and accessories on display. Babyshop's Facebook page was used to fuel the engagement (leading to new fans) as the entire activation was supported in print,online,outdoor and radio. Also during the fashion show, screens around the Fashion Avenue played the children's journey to stardom, showcasing the star kids and Babyshop clothing 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.