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 13640 times
Posted on : Tuesday, January 3, 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
MAC - Hyper Real Glow
Introducing Vitabrid C12, a brand-new, proprietary form of active Vitamin C bein...
M∙A∙C Mineralize Total Detox
5 things to know about collagen
Fresh Hair in an Instant with SHOW Beauty
PUMA and Sahntell Martin Unveil Debut Collection
Amadeo® Fleurier 39 “Fan”
Show/Pop-up Event “Pret-A-Cover™ Buyers Lane” to Be Launched in Dubai From March...
Mother's Day Gift Guide 2018 from The Little Birdy Group
Moreish Café in Dubai introduces a healthy Quinoa Burrito
True Colours
Robinsons Honored for Outstanding Store Design
UAE Team Emirates' Mirza Takes Gold at Asian Cycling Championships
Phenomenal development in falconry racing from small beginnings: HHC Deputy CEO
WGS 2018: Opening Session Highlights Importance of Embracing Smart Living to Enh...
Splash receives 2 awards
Arab Duo Showcase Team's Potential in Final Stage of Dubai Tour
RAK Hospital launches the biggest weight-loss challenge in association with MoHA...
2XL launches Malmo Bed with floral designs for a vintage shabby chic inspired ma...
Food Lovers Rejoice: Dubai Food Festival Is Back This Month
Bridal Glow is Skin Deep: Tips for every bride-to-be in 2018
Mealtop, Introducing a Whole New Dessert Experience
Al Ahli Holding Group to redefine the UAE value shopping category through an AED...
Optim-Eyes Lashes & Brows with Filorga
British Orchard Kids Kingdom Nursery wins Sharjah Economic Excellence Network Award
Global Dialogue for Happiness: Bestselling Author Advises Governments to Integra...
WGS 2018: Governments Need to Prioritize Wellbeing of Citizens, Say Internationa...
Voting for Superbrands 2018 has commenced
Under the Patronage and Presence of H.H. Sheikh Saud bin Saqr Al Qasimi, Member ...
NEZO launches new identity to guide consumers in selecting the best salt for the...
The new BMW HP4 RACE arrives at Abu Dhabi Motors – one of just 750 built
The Robots Are Coming: Ministry of Finance Brings Artificial Intelligence to Dub...
WGS 2018 Global Dialogue for Happiness: Australian Expert Underlines Importance ...
Leading Scientists, Astronauts Share Insights on why Space Exploration Matters a...
Qualcomm Extends Cash Tender Offer for All Outstanding Shares of NXP
New Report from Accenture and the World Government Summit Finds That Regulators ...
ADNOC Schools Team Wins Etihad Artificial Intelligence Competition
Potential automation of 20 million jobs in the Middle East
WGS 2018 Global Dialogue for Happiness: Former Finland PM Discusses Secrets of S...
First Ever UAE Race Car Fitted with Immensa 3D Printed Parts
WGS 2018: Innovation to Propel Dubai into the Next Century
Garbiñe Muguruza Hungry for Success at Dubai Duty Free Tennis Championships
Redefining the Skin Clinic Experience. #allnewkaya opens in Muscat City Centre!
Dubai Electronic Security Center Receives Overwhelming Interest From Regional an...
WGS 2018: Governments of the Future Must Work Smartly with Innovation and Technology
Turkish Airlines has announced its 2018 January passenger and cargo traffic results.
Global Expansion in sight for ICONS© Coffee Couture
Emirates firms up order for up to 36 additional A380s
WGS 2018: World-Renowned Author Opens Landmark Summit with Plea for Compassion a...
Global energy shifts set to transform the Middle East energy sector