Mouawad 1001 Nights Diamond Purse Launch Case Study



Overview
  • Mouawad designed The Mouawad 1001 Nights Diamond Purse - certificated by the Guinness World Records as the most valuable in the world
  • ASDA’A Burson-Marsteller, which manages PR across the GCC for Mouawad, was asked to take care of media relations for the unveiling of the purse both in Doha and Dubai – creating maximum noise and word of mouth 
 
Approach
  • In Doha the purse was unveiled during the Doha Jewellery & Watches Exhibition. Local media were invited to the Mouawad booth where Fred and Pascal Mouawad officially unveiled and presented the purse
  • In Dubai the purse was unveiled at the Mouawad store at the Dubai Mall and then displayed for 3 days in the Grand Atrium. Media were invited to the in-store exclusive unveiling hosted btyFred and Pascal Mouawad
  • Having the event held in the store gave journalists the opportunity to meet the family, to visit the store and to see Mouawad’s jewellery collections 
  • The communication strategy was to create great expectations around the purse before the official unveiling;  as a hook no images of the purse were dispatched but only its description and characteristics to give the idea of its value and let people dream about it

 
Results
  • 14 media attended the event in Doha
  • 25 media attended the event in Dubai 
  • Multiple broadcast interviews were arranged including MBC, Dubai Tv and Reuters Tv 
  • Coverage in Qatar to date includes – Al Arab, Al Watan, Gulf Times, Qatar Tribune and Qatar Economic
  • Coverage in UAE to date includes –  Khaleej Times, Emarat Al Youm, Gulf Today-Panorama, Al Bayan, Al Ittihad, Rotana, Reuters Tv, Dubai One, Dubai Tv, POSE magazine
  • Print coverage alone generated perceived AVE US$534,269