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 9906 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
Wellbeing Medical Centre - ULTRAFORMER III Best and latest Anti-Ageing treatments
Finally a Body that fits you! Cryolipolysis Fat Freeze
Sandro Announces Expansion within The Middle East
Middle East and African beauty and personal care market to grow to US$34.5 billi...
Chloé eyewear introduces the new "Nola" sunglasses collection
IKEA Introduces Limited Edition ‘Art Event 2017' Contemporary Drawing Collection
Introducing JOHNSON'S® NEW Vita-Rich range with Cocoa Butter
Dubai Design & Fashion Council Launches DDFC Membership to Support Sustainable D...
COÉGA Sunwear Teams Up With GO Sport on Exclusive SS17 Swimwear Collection
Win up to 30 Kilos of Gold in 18 Days at Malabar Gold & Diamonds
Ulysse Nardin Marine Regattav
du Football Champions awarded Gold for its successful engagement of UAE youth
Nautica Spring 2017 Collection
Sheikh Khalid Al Qassimi Steers Peugeot 3008DKR to Victory
Interstuhl launches VINTAGEis5 chair in the GCC
Paule Ka Launches New Fall/Winter 2017 Collection in Dubai
Al-Futtaim Motors launches the UAE's first hybrid truck
World's first reinforced Arc7 class LNG carrier maiden port calls go smooth as i...
Mövenpick Hotels & Resorts' Pakistan Presence Blooms as Firm Signs New Prop...
H.H. Sheikh Ahmed lays foundation stone of Silicon Mall at Dubai Silicon Oasis
HP Inc. launches World's Most Advanced and Secure A3 Printers in the UAE
ESCADA Amelia - Diamond timepiece
Denim Days with GUESS and F&F
French Label ba&sh Launches Stunning Capsule Collection
Dubai to welcome largest Arabian Travel Market yet
TRESemme Hair Academy Launches in Arabia with Georges Mendelek and Alanoud Badr
Tame Your Beard with The Art Of Shaving
ENGIE has been qualified in the first round of the tendering process for two ren...
Michael Kors Collection Transeason 2017
Taima Abdullah Al Omari Crowned Winner of Arab Reading Challenge in Kuwait
Godiva Ice Cream
Jafza to Strengthen Cooperation with the British Business Community
Centre Point Logistics' Dh60 million new warehouse goes live at Dubai South
UAE Ambassadors Tour Barakah Nuclear Energy Plant
Dubai Municipality Opens First UAE Foodbank Branch
Take a sound adventure with the New Action Mic for GoPro® from Sennheiser
Schneider Electric Opens Submissions for Seventh Edition of International Studen...
Sheikh Nahayan Mabarak Al Nahayan Inaugurates 18th Annual Regional Audit Conference
Dubai International Financial Centre Presents Findings from Wealth Management Wo...
Empower highlights the importance of district cooling to real estate developers ...
Al AbdulKarim Holding with Panasonic Exhibits the Revolutionary HIT® Solar Panel...
Jewel Corner Opens Kiosk In The Heart of Sharjah, At Mega Mall
Get the pageant body with A-Tone Fitness Lounge, official fitness partner to the...
Dubai Chamber opens eighth representative office in Brazil
Emirates Diplomatic Academy separately partners with Delma Institute and Georget...
Raymond Weil Presents its First in-house Movement - CALIBRE RW1212
DC PRO Engineering CEO Maps Out Plan for Greener Earth at the 2017 District Cool...
Alice + Olivia by Stacey Bendet takes over the W Café Doha
Dubai Customs signs cooperation agreement with BUiD, and unleashes innovation
IOSH to Unveil New Strategy at Middle East Conference