Project

Basicxx


The Story

Integrity Branding and Advertising agency communication planners and creative team were briefed reposition and recreate campaign to launch a new retail department store in Saudi Arabia called Basicxx (a brand owned by Al Yasra Group of Kuwait).  The task also entailed re-branding the fashion and wear retail store to address existing design weaknesses.

Following vigorous research and target market insights findings, the team arrived at positioning the department store as “Fashion for all made affordable”. The brand’s value proposition was summoned in various targeted messages around convenience and price and value equation solutions. Such as:

  • Mix & Match for less cash
  • Step in for your great style and savings
  • Where great style meets great savings
  • YOU CAN ALWAYS AFFORD TO LOOK GREAT at BASICXX!

Finally, given the campaign launch market was Saudi Arabia, this presented a real challenge of how to adhere effectively to key government regulations, of not showing people faces and bodies (as is against religious authorities mandates for advertising in that market), while still reveal the brand clothing in the most stylized way and in motion. The creative concept design answer was to create approachable invisible man, women, and family! i.e. as you see demonstrated in the above campaign execution solution). Hope you liked the work.