Chalhoub Group Dubai | Digital Campaign for Chinese Market

Challenges Direction 1 Direction 2 Prototype
Chalhoub Group Dubai - Digital campaign, China - Francois Soulignac - MADJOR Labbrand Shanghai
Chalhoub Group (Arabic مجموعة شلهوب) is a privately-held luxury goods retailer and distributor, headquartered in Dubai, UAE. The Chalhoub Group is the largest retail operator in the Middle East. It played a crucial role in developing the luxury sector in the region. The company has more than 12,000 employees, in 14 countries.

Details

Brand : CHALHOUB Group Dubai
Team : MADJOR – a Labbrand Group company (Shanghai)
Services : Campaign design, Creative direction, Art direction
Status : Proposal, Consulting, Ideation, Prototyping

Context & Objectives

The following slides are extracted from Chalhoub Group China Campaign proposal. Objectives of the campaign are multiples: reach users already on store in Dubai; reach users already in Dubai; reach users in China already planning a trip in Dubai; reach users in China not familiar with Dubai or never been yet.

Challenges & Solutions

Create clarity into the six multi-brand concept

Main problem to solve: brand image almost nonexistent in China and over the world. Chalhoub Group today is more a “program” than a brand (strategy says). So we had to keep the campaign focused on specifics services or key brands as ambassadors. First challenge was to create a campaign integrating a memorable differentiation, tone and personality defining properly Chalhoub Group. Solution: Communicating a same story spirit trough several sub mini-stories: The Tales of One Thousand and One Brands.

Second challenge was to find a story consistent with brand’s origin, understandable for a large Chinese audience. Solution: Highlighting common points between Chinese and Arabians people from UAE. The Royal Experience. Third challenge was to find a way to create organic virality. Two suggested solutions: 1. Functional – creating coupons or offers that users cannot refuse to share. 2. Emotional – proposing partnership / brand connection with art industry (e.g.: Louvre Abu Dhabi).

Campaign | Direction 1

The Tales of One Thousand and One Brand

Chalhoub Group Dubai - China campaign - Tales of One Thousand and One brands - Francois Soulignac - MADJOR Labbrand Shanghai
Chalhoub Group DubaiThe Tales of One Thousand and One Brand. Concept by Francois Soulignac, MADJOR Labbrand Shanghai.
Chalhoub Group Dubai - China campaign - Tales of One Thousand and One brands - Francois Soulignac - MADJOR Labbrand Shanghai
Chalhoub Group Dubai – Digital campaign ideas. Board and notes by Francois Soulignac, MADJOR Labbrand Shanghai.
Chalhoub Group Dubai - China campaign - Tales of One Thousand and One brands - Francois Soulignac - MADJOR Labbrand Shanghai
Chalhoub Group Dubai – Digital campaign ideas. Board and notes by Francois Soulignac, MADJOR Labbrand Shanghai.
Chalhoub Group Dubai - China campaign - Tales of One Thousand and One brands - Francois Soulignac - MADJOR Labbrand Shanghai
Chalhoub Group Dubai – Campaign activation. Sketches and notes by Francois Soulignac, MADJOR Labbrand Shanghai.

Campaign | Direction 2

The Royal Experience

Chalhoub Group Dubai - China campaign - The Royal Experience - Francois Soulignac - MADJOR Labbrand Shanghai
Chalhoub Group DubaiThe Royal Experience. Concept by Francois Soulignac, MADJOR Labbrand Shanghai.
Chalhoub Group Dubai - China campaign - The Royal Experience - Francois Soulignac - MADJOR Labbrand Shanghai
Chalhoub Group DubaiThe Royal Experience. Board and notes by Francois Soulignac, MADJOR Labbrand Shanghai.
Chalhoub Group Dubai - China campaign - The Royal Experience - Francois Soulignac - MADJOR Labbrand Shanghai
Chalhoub Group DubaiThe Royal Experience. Board and notes by Francois Soulignac, MADJOR Labbrand Shanghai.
Chalhoub Group Dubai - China campaign - The Royal Experience - Francois Soulignac - MADJOR Labbrand Shanghai
Chalhoub Group Dubai – Campaign activation. Sketches and notes by Francois Soulignac, MADJOR Labbrand Shanghai.

UI Design prototype

Service App | The Royal Journey in Dubai

Chalhoub Group Dubai - China campaign activation - App - Francois Soulignac - MADJOR Labbrand Shanghai
Chalhoub Group Dubai - China campaign activation - App - Francois Soulignac - MADJOR Labbrand Shanghai
Chalhoub Group Dubai - China campaign activation - App - Francois Soulignac - MADJOR Labbrand Shanghai

Items: Campaign ideas and activation for Chalhoub Group Dubai. Content: Chalhoub Group luxury offers in Dubai, UAE. Market: China. Job done: Co-creative direction with associate director of digital strategy; Art direction.

Photos gallery

© 2019, MADJOR Labbrand Shanghai for Chalhoub Group Dubai, UAE – François Soulignac, Digital Arts Management.

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