OVERVIEW
Swarovski
BRIEF
Swarovski asked Mediareach to launch the ‘Jawaher range’ a new initiative celebrating and empowering Arabian women who like to wear personalized Abayas designed by the UAE top fashion designers.
STRATEGY
Mediareach organised a range of successful, targeted events in London, reaching affluent HNWI Arab couture customers in London and those who travel from then Gulf to London. The events were a complete sucess with sales orders far exceeding the stock on offer.
We created an integrated campaign focused mainly on Media, PR and sponsorships within the target industries. The media plan included inserts in the industries most established/relevant magazines.
Using Usain Bolt as the brand ambassador to reflect the lightning speed at which money transfers could be made internationally, Mediareach executed a large scale media campaign across Television, Radio, Press, OOH and ambient Media. Using its segmentation modelling of multi-cultural communities Mediareach was able to identify, isolate and target diverse ethnic audiences with relevant content across the UK, Europe and the US with a focus towards downloading and using the app.
““The whole Jawaher collection showcased during the night sold out.”
RESULTS
Tickets of the event were sold out far in advance and Swarovski achieved glowing feedback from everyone who at the event.
