Background

  • Better Life Appliances and Accessories is a fully owned company of the Easa Saleh Al Gurg Group, with 4 stores across the UAE.
  • It is now a market leader carrying the widest range of built-in appliances, major domestic appliances, small appliances, air conditioners, air and water purifiers, televisions and cordless/corded telephones from a large portfolio of world-class brands including Siemens Home Appliances, Smeg, Zanussi, Fisher and Paykel, Terim, Gigaset, AEG, Grundig, Vestfrost Solutions, Forbes of Switzerland, LIGHTAIR, Terim, Telefunken, Onida, TCL, Classic ACs and Beko(Oman).
  • The market has also seen Better Life’s bold venture into growing their brands, Wolf Power and Euron, showcasing a range of home appliances and barbecue grills superbly competing with mainstream brands.

Challenge

  • Announce the re-launch of the Better Life store at Mall of the Emirates
  • Reinstate Better Life in the mind of the consumer
  • Highlight Better Life a leading supplier of premium home appliances and accessories

Approach

  • Organize a media event to familiarize them with the brand and its offerings
  • Garner key media coverage to build story around Better Life 
  • Media invited included: Business, Consumer and General dailies

Outcome

  • Excellent attendance of media, around 26 journalists from 20 publications in UAE
  • Spokespersons interviews with key media – Al Khaleej, Al Bayan, The Gulf Today, Khaleej Times & Al Nashra
  • Total PR Value achieved was $250,926

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