INSITE OOH Media Platform

With its latest campaign in OOH advertising in Dubai and Sharjah, Babyshop has shifted its focus from products to the life experiences that make childhood special for both kids and parents.

Taking the simple tagline “As you grow, we grow” as inspiration, the fashion wear campaign features tender scenes involving parents with their kids at various ages in childhood. In one instance, a mom is enjoying karaoke with her child, whereas in another one she is seen putting her forehead to her baby’s. With such executions, Babyshop manages to turn the billboard into a reminder of the daily experiences of parenthood.

What makes the campaign particularly effective is its lack of any mentions of products or promotional messages, unlike their previous promotional OOH campaign. By capturing universal images familiar to all parents regardless of how old their child is, Babyshop is able to portray itself not as a store, but as a partner in your journey as parents.

In terms of visual elements, the campaign continues to utilise Babyshop's distinct purple color scheme, helping to create brand recall across various mediums and channels. The use of large-sized photography places the connection that exists between parent and child in the forefront, while the concise copy continues to remain legible for the motorist who passes by.

Furthermore, the use of bilingual messaging also makes sure that no segment of Dubai's diverse population misses out on the campaign message, which in both languages conveys the same point – growth can be a shared experience, and Babyshop hopes to share this journey with its customers.

While most retail campaigns continue to focus on building urgency and offering sales opportunities to consumers, Babyshop has managed to demonstrate the power of emotional branding with its OOH campaign. The campaign builds an emotional appeal, which promises that as consumers' children grow older, Babyshop will grow with them.

The campaign softened the UAE’s hoardings in the second week of June.