The Change Initiative, which is Dubai’s first retail destination to only sell products and services that are sustainable, has appointed Saatchi and Saatchi X as its lead agency following a competitive pitch. As the region’s leading shopper marketing agency, Saatchi & Saatchi X won the account based on its unique understanding of shopping behaviours in the Middle East and how retailers can engage with environmental attitudes in the UAE.
The Change Initiative is an idea that will help shoppers and consumers make responsible purchase decisions by bringing together sustainable solutions and services. On the board for The Change Initiative is environmental activist Robert F Kennedy Jr, who is the son of the late presidential candidate Robert F Kennedy and nephew of former president John F Kennedy.
The initiative has already formed significant partnerships with leading brands and multinational firms offering an array of solutions in five main categories constituting the company’s ‘Whole of Life’ business model: Energy, Water, Waste, Food and Lifestyle.
Supporting the business model, Saatchi and Saatchi X will inform and inspire shoppers deliberating between conventional stores and an exclusively environmental market place, launching its first campaign that will target 1000 customers per day in its first month of operation. The campaign will break down any barriers to purchase and help navigate shoppers to the store.
The first campaign will be completely integrated, with a focus on those channels that will activate and drive shoppers in-store. The media planning will also consider environmentally friendly platforms and channels when marketing The Change Initiative.
Speaking about the appointment, Managing Director for Saatchi and Saatchi X, Richard Nicoll said: “Saatchi and Saatchi X has always set about improving the lives of shoppers. This has meant understanding their barriers to purchase within a retail environment. In terms of sustainable shopping those barriers are accessibility, education and price. So we look forward to addressing those challenges and positioning The Change Initiative as a sustainable solution, improving not just the lives of shoppers but also the environment in Dubai.”
The Change Initiative CEO and founder, Gundeep Singh added: “We are excited about our partnership with Saatchi and Saatchi X because they can help us build a community of like-minded people willing to factor sustainability into their purchase decisions, they can build brand equity for The Change Initiative that supports its expansion and they can convert brand loyalty into sales – In each case with a shopper-focused strategy and highly creative solutions.”
The Change Initiative is targeting up to 25 showrooms in the Middle East and Asia over the next five years.