UP has launched ‘The Master of Entertainment’ HMV in the Middle East.
With 100 years of history, since before the dawn of recorded sound,
HMV have been there at times of great leaps forward in popular music.
UP have developed brand guidelines, launch strategy, branding and 2 years
of in-store communications, social media content and activations for the Doha store.
With no offline advertising spend available and most promotions banned or
unfeasible due to complicated government rules, UP has to exclusively use social
media content, events and advertising to reach each of 12 target consumer tribes.