Babyshop / UAE / 2019Film · Social · Retail & Shopper · Experiential
The Gift of Mom.
Babyshop turned Mother's Day into a call for mothers to make breast screening part of their self-care, supported by a film and in-store and healthcare partnerships.
- Brand
- Babyshop
- Agency
- FP7 McCann Dubai
- Market
- UAE
- Region
- GCC
- Year
- 2019
The challenge
A children's retailer wanted to reach mothers beyond the usual Mother's Day promotions and address reluctance to get screened for breast cancer.
The idea
A film told from a child's perspective reframed a mother's continued health as a gift to her family. Screening messages appeared in stores, while Aster and Uber supported complimentary check-ups and rides.
Results
- The WARC case study reports that the initiative reached 22% of women in the Gulf region, generated $2.7 million in earned media value and increased footfall by 23% (https://www.warc.com/en/article/babyshop%3A-the-gift-of-mom-2d38a08a661f40acb38dc74fcf4b7d07).
Case study source: Think Marketing Source ↗
Awards
- WARC Awards 2020 — Gold, Effective Use of Brand Purpose; Employee Engagement Special Award (https://www.jcnnewswire.com/english/pressrelease/59375/2/WARC-Awards-2020---Effective-Use-of-Brand-Purpose-winners-announced-)
- WARC Prize for MENA Strategy 2020 — Silver (https://mediaavataarme.com/news/advertising-marketing/8375/warc-mena-strategy-2020-winners-announced/)
- WARC Media Awards 2020 — Silver, Effective Use of Partnerships (https://aws1.campaignasia.com/article/bbdo-japan-wins-warc-media-awards-grand-prix/465445)
Credits
- Brand
- Babyshop
- Creative agency
- FP7 McCann Dubai
- Production company
- Dejavu
- Director, creative and strategy
- Tahaab Rais
- Executive producer
- Manasvi Gosalia
- Director of photography
- Bobby Dhillon
- Screening partner
- Aster
- Transport partner
- Uber
