Jdot 2012

DESCRIPTION

The brief:

To make a statement for the newly launched Junaid Jamshed Fashion line in the Middle East, introduce ‘Lawn’ fabric and summer collection 2011 along with an overall uplift to the brand.

Our insight:

To a market still not aware of the Junaid Jamshed brand and the benefits of the lawn fabric, we introduced UAE to the First of its kind ‘Stitched Lawn Exhibition’ in the World. Complementing it by revamping all outlets, giving them a summer feel and providing a platform for the introduction of the ‘Cool’ Summer Collection 2011.

The Activation:

To make this exhibition the first of its kind, we held it at the Dubai and Sharjah outlets, giving them an overnight summer make over and an opening to a new look. Hype for this 3 day event was created via a series of print ads, radio, press teasers, banners, flyers, mass sms, social media and promotion at different malls, using eye catching creative’s designed by Circuit MiddleEast. To entice customers, a special loyalty card was launched, allowing shoppers to avail a 15% discount coupon at the exhibition. Junaid Jamshed, the name and celebrity; flew in from Pakistan to treat the crowd with his presence throughout the exhibition, participating in a road show hosted by HUM FM 106.2.

Jump to the conclusion:

The excitement and hype created for this UAE-wide event, along with the promotional activities, generated a footfall of over 300 fashion shoppers per day. A database of over 1000 shoppers was collected with over 60% redeeming the discount coupons. Now, Junaid Jamshed Middle East is known all over for bringing the First Stitched Lawn Exhibition to the UAE, providing it’s customers a better option for eastern wear in the warm summers.

PROJECT DETAILS

  • CLIENT: J dot
  • TASK: Fabric and summer collection!
  • DATE: 2012
  • Brief: To make a statement for the newly launched Junaid Jamshed Fashion line in the Middle East, introduce ‘Lawn’ fabric and summer collection 2012 along with an overall uplift to the brand.

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