Centrepoint ad campaign wins big at Cristal Festival
DUBAI, January 10, 2017
Centrepoint, a leading fashion retailer in the region, has received multiple awards for the clutter-breaking advertising of its latest sale campaign at the globally celebrated 16th Annual Cristal Festival 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 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, the company said.
"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 added: "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 titled ‘Sabotage’ and ‘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 and minds and provokes them to act,” said 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 received praise from marketers and customers alike with close to 8 million views on YouTube and Facebook, the company said. – TradeArabia News Service