Mbappé kicks off Tradeling and Loewe speaker regional campaign
Tradeling has partnered with german electronics brand Loewe Technology to launch the We.HEAR pro speaker in the UAE and Saudi Arabia. The campaign introduces the brand's premium audio offering to regional consumers as part of Loewe Technology's strategic expansion into the Middle East, with Tradeling acting as its exclusive distributor in MENA.
At the centre of the campaign is international footballer Kylian Mbappé, the ambassador for the We.HEAR pro speaker. His involvement brings global recognition and aspirational appeal, helping the product resonate with both tech-savvy and lifestyle-driven consumers in a market where football remains a major passion point.
'We are very proud to team up with Loewe Technology for this launch,' said Safvan Tharayil, Director of Marketing at Tradeling. 'The We.HEAR pro speakers exemplify innovation and quality, and our partnership signifies a shared commitment to bringing the best products to our customers.'
Loewe x KM: A full-funnel, high-visibility launch
Running from 15 May to 15 August 2025, the campaign takes a 360-degree approach to marketing, with visibility across high-impact OOH placements, digital media, radio, in-store activations and influencer marketing. In the UAE, billboards and unipoles line Sheikh Zayed Road and Hessa Street, supported by radio spots on Virgin Radio and Al Arabiya to maximise reach during commute hours.
'You'll be seeing our campaign everywhere,' Tharayil added. 'We have prominent billboards and unipoles up on Sheikh Zayed Road and Hessa Street, radio campaigns on Virgin Radio and Al Arabiya, and extensive digital and influencer campaigns running for the next three months.'
Online, the brand is engaging audiences with paid ads, in-app and email promotions, and curated influencer partnerships designed to boost awareness and drive product consideration. In-store activation supports this with branded point-of-sale displays, leaflets, product standees and dedicated promoters stationed at leading retail outlets.
All creative development and production was handled internally by Tradeling, with EDS overseeing OOH placement across the campaign markets.
Driving desirability through celebrity relevance
Leveraging Mbappé's global appeal is a central part of Tradeling's brand strategy for the launch. His association lends cultural relevance and aspirational value to the campaign, helping Loewe position the We.HEAR pro speaker not just as a product, but as part of a larger lifestyle. This blend of premium positioning and celebrity storytelling is designed to create brand affinity and trigger interest that translates into conversion.
To further incentivise purchases, Tradeling has introduced a regional promotion tied to the campaign. Consumers who buy the speaker between 15 May and 15 August 2025 stand a chance to win a meet-and-greet experience with Mbappé in Madrid, along with a ticket to a Real Madrid match – an offer that deepens the campaign's emotional and experiential appeal.
Setting the stage for long-term brand growth
Beyond immediate sales, the campaign is also built to deliver across the marketing funnel. Tradeling is tracking a mix of KPIs – ranging from product sales to search interest, website traffic, and social engagement – to measure campaign impact and optimise future brand activity in the region.
While the We.HEAR pro speaker serves as the campaign's focal point, the launch also marks a strategic milestone for Loewe Technology's expansion into MENA. By creating early brand traction and consumer engagement, the campaign sets a strong foundation for future product rollouts across the region.
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