2012 Winners & Shortlists

The Brief

Launch Gymboree brand in the Kuwait market. This is a highly cluttered space with long established competitors commanding high budgets. Build awareness of the brand and drive footfall to the outlet.

Describe how the promotion developed from concept to implementation

Once we recognised that to reach the core target we had to go through their children, we wanted to create an event specially for the children. We identified key activities that we are looking to include at the opening such as face-painting, balloon puppets, promoters, games, lollipops, photographer. We contacted various other suppliers such as Chupa-Chups to bring them on board at no extra cost to the client and dedicate space for them to distribute their products. We utilised low cost SMS notifications and mass eDM email to invite prospects and their families.

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

Investment of USD 5,000, including the SMS and email invitation secured opening day sales of USD34,000. 135 photos of children in face-paint against the brand backdrop were delivered to their parents within a week of the activity ensuring the brand a long term presence in their homes.

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

Due to budgetary limitations we had to come up with cost effective solutions such as inviting other supplier to provide us with goodies to be distributed. Interactive nature of the launch meant we could give to and look after the children thus also reaching their parents. Children and their parents spent a long time with the brand living the brand values and identity. The free professionally taken branded children's photographs with branded picture frame would allow the results from the activity to carry on after the event.