Project Name: Latest series on MBC - 04
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Baskin Robbins
Project Name: Baskin Robins Snowman
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Challenge:
The Snowman, a new product to be added to BR offerings. It’s value scoop + kids scoop with no special packaging and no visual connotations of a snowman (except shape)
Solution:
A campaign was developed that included a distinct characted of the snowman made out of 2 scoops of ice cream targeting all those who are craving for something cold and sweet that will help them beat the summer heat with an unbeatable value.
Waitrose
Project Name: Launch Campaign
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Challenge:
Waitrose is the supermarket division of the British retailer, the John Lewis Partnership. Though the brand has a great equity in other markets, Waitrose was a relatively unknown commodity entering Dubai with its outlet in The Dubai Mall. The objective of the communication was to announce the arrival of Waitrose in Dubai and to build awareness for the brand.
Solution:
The idea behind the campaign was to highlight the brand values of Waitrose – trust, tradition and quality. These values enable Waitrose to deliver its promise of “Everyone deserves quality food”.
Spinneys
Project Name: Weekly Leaflet
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Every week, BPG Group designs an 8-12 page leaflet highlighting new products, recipes and special in-store deals. The aim of this leaflet is to highlight products across the main categories, meat, bakery & produce. All products within this leaflet, and the food that is cooked, is shot by BPG’s in-house agency photographer and styled by an in-house food stylist. The leaflet distributed in-store and is also supported by a weekly ad in a daily newspaper.
Spinneys
Project Name: Fresher Experience
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Challenge:
The core values of Spinneys are freshness, quality and variety. Spinneys wanted to communicated their fresher experience.
Solution:
BPG created a series of ads that showed fresh green vegetables, but shot in such as way as to invoke the Spinneys logo in the vegetables.
Spinneys
Project Name: Specialized Departments
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Challenge:
The core values of Spinneys are freshness, quality and variety. Freshness is a value that was being highlighted in all communication. However quality, variety and other customer driven services – which are key differentiators – were not common knowledge amongst shoppers.
Solution:
Through a series of ads that revolved around its specialized departments: fruits & vegetables, bakery, butchery & fish, Spinneys highlighted the quality, variety and the services that were offered. The ads also focused on the process that Spinneys followed to ensure delivery of the core values thereby reinforcing – “The Fresher Experience”. This also helped in re-enforcing the fact that Spinneys is the leading retailer in the region.
Rivoli
Project Name: Hour Choice
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Challenge:
Hour Choice stocks a large range of value watch brands. The challenge was to inject enough style and fashion into Hour Choice so that customers, particularly those in their late teens, flock to the stores in large numbers
Solution:
The creative response builds fashion into the Hour Choice appeal, whilst keeping the overall look youthful and trendy. Hour Choice is now one of more successful concept stores in the Rivoli stable of home-grown brands.
Jumbo Electronics
Project Name: Jumbo Gold
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Challenge:
Jumbo has been the key sponsor since the inception of Dubai Shopping Festival. And with increased competition in the market every year, the challenge is to stand out from the competition and make Jumbo the preferred destination for electronics shopping.
Solution:
The communication was executed with one main unit to encompass the DSF aspects of shopping, gold and air tickets. The main unit was therefore the DSF bag, a classic DSF icon, made of electronics to bring in the Jumbo connection, and finished in gold to highlight the winning.
Jumbo Electronics
Project Name: Building a retail brand
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Challenge:
Jumbo has a multi-brand portfolio, and the advertising largely follows the guidelines set by the brand owners. One consequence of this over time was that the ‘Jumbo’ brand was losing visibility to the portfolio brands
Solution:
Make a brand out of a chain of shops. Create a unique design language and identity that builds visibility for Jumbo
Rivoli
Project Name: Brand ID
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Challenge:
Rivoli represents some of the strongest lifestyle and luxury brands in the world. Strong retails brands have a very distinctive presence and design language. This resulted in very few customers knowing the connection between Rovoli and the brands it represented - a decided disadvantage with a trade sale on the horizon
Solution:
Created an ‘R’ mnemonic which will become the common unifying device across all Rivoli entities. This branding was applied across nearly 150 items – from shop fronts to stationery suites and from bill books to customer feedback forms to build a stronger association with Rivoli.
Fantasy Work
Project Name: Eid Al Adha Campaign
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Eid-AlAdha is a time of tradition, when children dress up in their finest. Fantasy World’s playful Eid campaign shoed their toys doing the same, getting ready for the year’s biggest gift-giving occasion.
Dubai Mall
Project Name: Drive Footfall Campaign
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Challenge:
With over 1,200 retailers, the Dubai Mall is arguably the largest in the world. In the wake of the global economic recession and with flagging tourism numbers, the mall retailers were understandably concerned and de-motivated. The challenge was to energise the retailers and drive footfall in a very challenging economic environment.
Solution:
A shopping festival across the mall was conceived, offering exceptional shopping value, mega-size entertainment and the opportunity to win big prizes. With a total cash prize of AED 3.1 million, Festival@The Dubai Mall set a new benchmark in mall-wide entertainment with a spectacular array of leisure attractions. The festival attracted more than 750,000 visitors every week, strengthening sales across the mall’s thousand plus retail and F&B outlets.
Babyshop
Project Name: Safety Campaign
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Challenge:
As part of Babyshop’s Corporate Social Responsibility (CSR) program, they wanted to target the dangers of child safety.
Solution:
BPG developed a print campaign titled “Everything looks attractive to a child”.
Babyshop
Project Name: Mother’s Day
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Challenge:
1. The challenge here was to create an ad that broke through the clutter of other Mother’s Day advertising and remain relevant to the Babyshop brand.
2. Today’s children have a lot of say in their choice of clothing. Children’s brands can no more afford to appeal only to parents. The challenge here was that the Babyshop communication had to attract children.
Solution:
1. Through the use of this board game, we developed an interesting way of communicating the essence of a mother. The visual illustrates how every child looks up to their mother and values all that they do. This helped the communication stay relevant and at the same time let Babyshop salute the spirit of motherhood.
2. Babyshop came out with a summer campaign called Fun in the Sun. The communication was aided by a 24-page catalogue where each page illustrated typical activities a child would engage in during their summer break. This communication was to essentially connect with children and show that Babyshop understands children better.
Dubai Bone & Joint Centre
Project Name: Corporate Awareness
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Challenge:
How to take a specialist medical clinic in Dubai and increase its client base.
Solution:
Humanize the medical experience. We combined expert testimonial (introduce specialist doctors in our communication) with actual client medical traumas. We used X-ray visual descriptors to show how a patients bones and joints were affected by their accident and what the clinic was able to do to ensure that their patient go back on their road to recovery.
Cyro Save Arabia
Project Name: Awareness Campaign
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Challenge:
Cryo-Save sets the highest quality standards in stem cell storage, as it aims to make an important contribution to fight possible life-threatening diseases in the future. Collecting stem cells is easy and non-invasive. How to get parents to store their child’s stem cells now for possible use later?
Solution:
BPG developed a campaign called ‘Secure the Future’. We created a collateral kit providing all information about stem cell storage and its benefits and branded a Cord Blood Collection Kit that parents could take with them to the hospital when they give birth to their children – since stem cells are collected with the umbilical cord between mother and baby is cut.
VLCC
Project Name: Promotion,Tactical Campaign
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Challenge:
VLCC wanted to create a promotion for their weight loss or beauty package.
Solution:
BPG developed a ‘better half’ promotion. Enroll in VLCC weight loss or beauty package and your partner gets a free body toning and tightening package.
VLCC
Project Name: Sunscreen
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Challenge:
How to promote VLCC’s new double protection sunscreen.
Solution:
BPG created a 2 meter high replica of the actual sunscreen bottle. We placed the sunscreen bottle on the beach and positioned a sunbathing model to rest in the shade created by the sunscreen bottle providing the message that VLCC’s new sunscreen not only protects your skin from the sun’s harmful rays.
VLCC
Project Name: Obesity
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Challenge:
How to instigate obese people to enroll for VLCC’s Weight Loss Program
Solution:
Target the health risks associated with obesity; heart diseases, high blood pressure, cholesterol, cancer and strokes. VLCC offers help to lose weight without surgery, so creative tackled the ‘bulge’ visually by saying ‘YES’ to losing weight now.
VLCC
Project Name: BMI
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Challenge:
Traditionally, VLCC has been known to offer comprehensive weight loss programs to overweight/obese people. The idea was to craft an interesting way to introduce VLCC’s AHT Slimming Treatment to the “slightly overweight” target group.
Solution:
A real time offer which took into account the “problem” (overweight in this case) among the target group and turn it in to a value proposition. “Higher the BMI and Higher the Discount” was conceptualized since a very high incidence of BMI is prevalent among obese people. Health risks associated with obesity were also incorporated in the communication to increase the sense of urgency.
