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Sun 10 Jun 2007 12:00 AM

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Lowe Mena's retail campaign is The One for Lundgren

Retailer The One launches Gulf-wide advertising campaign following agency appointment.

Home furnishing retailer The One has launched a new Gulf-wide advertising campaign in the UAE following the appointment of agency Lowe Mena in March this year.

The One has also changed its logo and said that it has taken a "unique approach" to its corporate campaign based on the company's four core values - ‘love, alive, brave and believer'.

"Our old advertising campaign was to sell our brand to the believers but new customers didn't know what the brand was about," said Thomas Lundgren, founder of The One. "This is why our new campaign sells both the brand's product and its personality in order to communicate to both existing and new fans what The One stands for."

In addition to its new corporate adverts, The One is also running product adverts communicating its varied price range and emphasising that its limited edition items are good value. The campaign began on Wednesday May 30 across major UAE newspapers and will run every Wednesday and Thursday until Thursday June 21. "The advertisements are doing very well so far and we have had a lot of footfall conversion," said Lundgren. The new ads are also being placed in
Zahrat Al Khaleej, Kul Al Usra


magazine and "we are also going to start running TV commercials soon," added Lundgren.

While the corporate and product adverts convey that the brand is centred on home furnishing, they also stress that The One is "not just another furniture retailer", according to its CEO.

"Most retailers sell commodities, we sell feelings," added Lundgren, "While other retailers use the word ‘showrooms', we use the word ‘theatres'."

The One currently has 12 ‘theatres' and will soon open three new boutique shops across the Gulf. The first will be located at the Avenues Mall in Kuwait with a projected opening date of June 14, the second at Villagio Mall, Qatar, in late July and the third at Abu Dhabi Mall, Abu Dhabi, in early August. Lundgren added that The One would take its advertising campaign to Qatar, Jordan, Kuwait, Bahrain and Sweden over the coming months.

"We are also leading up to something in October that has never been done in retail before," said Lundgren, who claims the company's growth has increased by 499% since it was founded in 1996.

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