Homegrown brand Centrepoint leveraged digital and new media to create some innovative marketing campaigns. The creative efforts were rewarded at the recently held Cristal Festival for the clutter-breaking advertising of its latest sale campaign.
Centrepoint bagged nine Cristals, including three Gold, at the festival which was held at Courchevel in France.
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 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,” said Shyam Sunder, Head of Marketing, Centrepoint.
The ad campaign was released in a two-film series, the first titled ‘Sabotage’ and the former titled ‘Lies’, created by Impact BBDO Dubai. Shot in black and white, the film raises the point that while there isn’t much one can do to counter all the indignities life hurls, 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.” shared Fadi Yaish, ECD, Impact BBDO, Dubai.
Marketing Manager: Rupal Panjani
Head of Marketing: Shyam Sunder
Creative Agency: Impact BBDO Dubai
TV Producer: Rajaa Chami
Copywriter: Alok Mohan
Executive Creative Director: (Regional): Fadi Yaish
Account Director: Bharti Joukani
Account Executive: Lizelle Rodrigues
Senior Art Director: Marcelo Maciel
Associate Creative Director: Alok Mohan
Vice President: Colin Farmer
Sound Design: Goldstein
Music Supervision: Goldstein
Voice-over: Eardrum, Australia
Offline Editor: AMR Rabae
Postproduction House: Lizard VFX Shop, Cairo
Online Artist: Serena, Dubai
Colorist: Karim Mira
CG: Digital District, Paris
Production Company: Good People, Beirut
Director: Maged Nassar
Assistant Director: Patrik Farra
DOP: Pierre Mouarkech
Executive Producers: Michel Bou Zeid, Cynthia Chammas