DUBAI LAUNCHING CAMPAIGN

BRAND
OFFERING

BRAND
ETHOS

*GBMP Market research report

Age Range 18-24 years old

Gender Male/Female
Education Undergraduate and above
Income Range $10,000 - $24,000 (annually)"
Race and Ethnicity All races
Geographic Location Urban areas"

BRAND
MARKET

PSYC
HOG
RAP
HICS

Perception: Well-known and affordable brand

that provides a wide selection of quality apparel
Awareness: Friends, siblings,
social networking, promotions, event
Motivation and Needs: Desire for urban,
trendy apparel that creates a fresh, attractive appearance

Attitude and Personality: Youthful, passionate,

stylish, trendy
LifestyleCasual, active, busy
*GBMP Market research report

DUBAI
MARKET

DUBAI
MARKET

The 18-24 age group,

constitutes less than
20% of the UAE population

DUBAI
MARKET

DUBAI
MARKET

PROBLEM

Encourage UAE consumers

to opt for cheaper clothing

BRAND
USP

Simple designs
Great quality
Affordable pricing
Innovative Materials
Engineered clothing materials (HEATTECH)

INSIGHT

Dubais youth learns to

live beyond their means
in order to fit into their
surrounding environment

BIG
IDEA

BE SQUARE

BIG
IDEA

Being square is often referred to as being BORING and TRADITIONAL .

Yet a square is the fundamental basis of most geometric shapes:
It allows for many design possibilities.
We prefer squares visually because they are balanced and powerful.
THE BRAND LOGO IS A SQUARE

MEDIA
VEHICLES

BROADCAST
PRINT
ACTIVATION

VEHICLE
1

TV interruption
Have red squares in the middle of screens covering popular tv networks

VEHICLE
2

BILLBOARDS

To maintain interest, without revealing brand name

VEHICLE
3

ACTIVATION

Red squares for wristbands/tickets and passes

VEHICLE
3

Nighttime Silhouette

Animation with moving red squares to entertain

attendees after the closing of the show

VEHICLE
3

Jet Planes

Jet planes to draw red squares over major buildings

in Dubai, as well as universities

THE
END

THANK
YOU