GoDubai
  
  
  
  
Citylife > Press Release
  Home Contact us Add to Favourites
Most Recent Postings
More Press Releses
Featured Sections

Event Finder
A daily roundup of exhibitions, promotions and other events in Dubai and the rest of the Emirates.
Submit an Event
Latest Dubai Press Releases >>

 
  Share

Dubai, UAE, January 3, 2017: Centrepoint is one of the few homegrown fashion retailers in the region that has effectively used the strength of its digital muscle and engaged with new media to create innovative marketing campaigns that have both engaged its audience and elevated the brand in the mind of its customers. The regional big wig's creative efforts have been rewarded at the recent award ceremonies that bestowed Centrepoint with the highest awards for its innovatively executed marketing campaigns and retail prowess.

The region's largest family fashion retailer received multiple awards for the clutter-breaking advertising of its latest Sale campaign at the globally celebrated 16th Annual Cristal Festival that took place earlier this month at Courchevel in France. It bagged nine Cristals, including three Gold, at the festival that is considered one of the biggest advertising events in the world. The regional retailer won under the categories of Film and Film Craft for its superbly crafted work on the 2016 sale campaign.

In a region that is known for its year-long sales and shopping festivals, Centrepoint's campaign stood out in an overtly competitive and cluttered category and effectively drove footfalls to the stores, with its disruptive visuals and message.

'We wanted to be as unconventional as possible. There is a dearth of creativity when it comes to sales and promotions in the region and we wanted to push the limit. We received a fantastic response for our initial ad that was released in August and we are looking forward to the audience response to our new film,” states Shyam Sunder, Head of Marketing of Centrepoint. He adds, 'The CP Sale is the biggest event in the fashion segment in the region. It contributes to a major percentage of our overall sales. The objective was also to build a property that would uplift our brand.”

The ad campaign was released in a two-film series, the first titled ‘Sabotage' and the former titled ‘Lies'. The films are the creative brilliance of agency Impact BBDO Dubai. Shot in black and white, they raise the point that while there isn't much you can do to counter all the indignities life hurls at you, the least you can do is visit the Centrepoint SALE and look good.

“As much as a sales campaign is fun to do, this was a serious job with significant business implications. We needed to deliver an idea that ticks all boxes and at the same time captures people's hearts & minds and provokes them to act.” says Fadi Yaish, ECD of Impact BBDO, Dubai.

The dark satirical treatment of the ad is a departure from the brand's brighter visuals and light family focused campaigns. It has been raising a stir in the advertising fraternity and has received praise from marketers and customers alike with close to 8 million views on YouTube and Facebook alone.


Posted by : GoDubai Editorial Team
Viewed 8418 times
Posted on : Tuesday, January 03, 2017  
Replication or redistribution in whole or in part is expressly prohibited without the prior written consent of GoDubai.com.
Previous Story : Carpisa - Perfect arm candy to flaunt this new year!
Next Story : Uterque New Collections
Email this article Print this article

Share this article with your friends and followers
NewsVine

Comments

Back to Top  
Most Viewed Press Release posted in the last 7 days
Re-Salons and Spas Valentine's event
Swatch Crows at Dawn for Chinese New Year
Mouawad Jewellery to Sparkle at Doha Jewellery and Watch Exhibition 2017
Wellness Centre to offer a 360 degree solution in health
Eberhard & Co. introduces the new SCAFOGRAF GMT
Skyline University College (SUC) and TYV Cross Fire Debating Competition Has a N...
Runway Anywhere and Everywhere: the Michael Kors Collection Fall 2017 Runway Sho...
Chopard Musk Malaki - Discover the secret of exceptional creation with the Malak...
Dubai Fashion League 2017 to bring top celebrity designers to Dubai
Mariner 200 – elegant timepiece from Concord
Discover the secret to soft radiant skin with Enchanteur's latest range of fragr...
Tweezerman Reveals 2017's Hottest Eyebrow Trends
This February Wow by Wojooh introduces its brand new makeup must have - the Blur...
2XL's Valeria collection defines the ultimate luxury living room
Diversification will lead to new strategic alliances between Qatar and South Korea
The Marks & Spencer Spring Summer 17: Womenswear Collections
PRADA EYEWEAR Redux Special Collection
THIS MOMENT Bershka campaign Spring/Summer '17
New Calvin Klein Pure Gold Euphoria
Repetto Spring-Summer 2017
World's most complicated range of timepieces worth US$5 million being displayed ...
Roger Dubuis at Doha Jewellery and Watches Exhibition 2017
MBDA awarded additional Marte anti-ship missile contract by UAE
Simplify your cleansing routine with Johnson's Facial Wipes – convenience in a b...
Persol Calligrapher Edition
'Dials Inspired by Nature' - Limited Edition Ladies Timepieces by BOVET, Crafted...
Charming Charlie Introduces Spring Summer in Arabia Season's Newest Shades
Panache International introduces exclusive Smart Lid for hot beverages
ICONIC announces Youth Fashion Show Experience - Season 2
Comfort travel with Merlin Digital's newly launched SkySnug
GAC on the greens - World-Class Golfing Pro gives masterclass in Doha
Louis Moinet Black Gold Derrick: A new take on an old classic
Roderer Partners with Harvey Nichols Riyadh
Enjoy radiant intense colour and shine with Palette
Star Hunt 2017 Winners Announced At The Grand Finale Show
Spring/Summer 2017 Collection from ban.do
Heritage Collection: the Pilot Extra Special Chronograph
AMSI schools rise to UAE's call of National Sports Day
Exquisite selection of wedding essentials from The Luxury Closet
Dubai Properties (DP) survey reveals 84% of Dubai residents want to be more invo...
Euro Motors Jaguar Land Rover Celebrates Second Year Anniversary of Land Rover E...
The Ultimate Self Tanning Tips with Madame LA LA
Innovation in the Spotlight at MEE 2017
Dubai Land Department: In first 45 days of 2017, value of real estate transactio...
Celebrities Wear Alice + Olivia Fall 2017 Collection
Malabar Gold & Diamonds presents Studs & Drops Festival, showcasing a variety of...
LG G6 offers ultimate user convenience and productivity with fullvision display
Choithrams Donates AED 1.3 Million To The United Nations World Food Programme To...
MedColl, the ultimate beauty supplement to achieve amazing skin and hair
An Exuberant Tryst Between Afternoon Tea and the Glamour of BVLGARI at The Palac...