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Tactical campaign developed by ISD Global fetches big gains for Fashion Brand Fine Fair


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By Suresh Dinakaran

Dubai based new age brand marketing consultancy ISD Global (Ideas Strategy Design Global) has just concluded a hugely successful campaign for its client Fine Fair, The fashion apparel brand with 16 outlets spread all over the UAE.

In an extremely retail hyper - cluttered market like the UAE, there is never much to choose from normal days to bargain days and clearance sales - they seem to be happening all the time. And on every high street and by lanes & the ubiquitous malls. In a lot of cases therefore retailers struggle to achieve even half their desired objectives and sales volumes because there is far too much over supply. Which is why what Fine Fair managed to achieve through their recently concluded discount sale in terms of sales volumes is indeed spectacular.

"The brief was very simple there was a need to sell more and exhaust as much of summer stock before the next line of winter styles came in more customers into their 16 outlets across the UAE was the core objective. The client was sure, once the customers came in, the sales traction would indeed be high as the value for money proposition was truly mega. The way we conceived the campaign was based on a few key parameters - target audience, market geography and critical sales outcomes in the shortest possible time window. We thought the way to create this was through a Radio blitzkrieg involving multiple language platforms including Arabic (as the brand has a huge following amongst the local Emirate population), Malayalam and Hindi.

The Radio spot was scripted in a manner that created a lot of excitement amongst the audience whilst very clearly communicating the discounts on offer etc etc. Going by the first week's response which was overwhelming, wherein the outlets in Al Ain, Fujairah etc started getting a lot of customers even from Oman, it was decided to launch a 10 day Oman focused Radio campaign on their leading FM station only in Arabic.

The net result of the campaign has been phenomenal. Sales volumes achieved were unprecedented”, shared Arti Parekh, Clent Services Director, ISD Global.

Ideas. Strategy. Design Global has a network of offices straddling the UAE, UK, India, USA, Mauritius & Vietnam and works with brands in diverse industries including FMCG, Luxury, Fashion & Lifestyle, Automobiles, Real Estate, Interiors & Furniture, Education, Wellness, Healthcare, Hospitality, Travel & Leisure, Banking & Financial Services, Information Technology, F&B etc.

Ideas. Strategy. Design Global offers the entire gamut of brand marketing services including brand strategy development, Advertising & Creative Communication, PR, brand audits, brand identity development, brand launches, media innovations, media planning & buying and through an alliance partner the entire spectrum of Digital & Social Media marketing. Effectively, ISD Global becomes a fortified hub where brands can stop over and avail of any of the aforesaid services either in parts or as an integrated whole.

Backed by a team of over 65 committed and highly skilled people across its various offices, ISD Global attempts to re define the brand marketing experience for brand owners, corporates ad entrepreneurs. A wealth of experience and insights on working with MNC brands, regional brands and SMEs in different markets, allows ISD Global to leverage and cross pollinate to the benefit of all the brands it works with.

So if you are on the lookout for a company that genuinely walks the talk on going beyond to realise the corporate, marketing, branding , advertising objectives of brands, Ideas. Strategy. Design Global(ISD Global) would be a worthwhile partner. The Group also publishes a magazine called Brand Knew, which as the title indicates provides a holistic perspective on the world of brands and branding.

More information on Ideas Strategy Design Global can be had from the following links:


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