Media Grand Prix

FP7/DXB, DUBAI, UAE, ‘Al Umobuwah: Putting "Mum" into "Parenthood"', Babyshop

This campaign went beyond paid media; they created new owned channels, and harnessed the power of earned media, as well as using each of the paid channels creatively. It was a brave strategy for a retailer, but we felt it was a really important campaign: it shows that harnessing a cultural insight and executing it in a truly integrated way can deliver a strong commercial impact in terms of sales results, not just brand warmth uplift. Media Jury President Veriça Djurdjevic, Chief Executive Officer, PHD, UK

THE IDEA

No brand in the Middle East has dared to touch the Arabic language or add to it, because of the fear of backlash overpowering the brands’ image. Babyshop, a children’s retailer in the Middle East, set out to reform a word’s etymology, that reflected a traditional, patriarchal outlook and created a new Arabic word as a medium and a statement to recognize the efforts of both parents. So, to represent a brand that stands for “Celebrating parenthood”, they worked with a team of Arabic linguists to introduce a new Arabic word to include mothers and fathers. “Al Umobuwah” translates into “Motherhood & Fatherhood”, and gives both parents equal representation in the word. Babyshop wanted the word to be propagated by all Arabs, and launched the word on social media during Mother’s Day, inviting everyone to use it. Instantly, it sparked positive support. But, it also provoked 50% negative sentiments, mainly from traditionally-minded men, who were outraged about a new word added to Arabic. So they partnered with 40 Arabic influencers who endorsed the word, engaging with negative commentators. Online, they launched a new children’s collection, that also featured in a Dubai fashion show. The proceeds go to a charity for mums and kids. Interactive in-store and online audio-based experiences, created more familiarity. Babyshop published and distributed a new Arabic magazine, titled Al Umobuwah. The word was featured on Arabic poetry platforms, and endorsed by leading Arab media voices. School children learnt the word across classrooms and events. Leading news channels endorsed the word and the idea.