Dubai, 13th March 2017: Centrepoint stole the show at Dubai Lynx 2017 with Gold wins in the ‘Film’ and ‘Film Craft’ categories for the creative brilliance and dramatic cinematography of its recent sale films. The films were conceptualized as a two-part series by Impact BBDO, Dubai, who was also awarded Agency of the Year, at the ceremony that took place on the 9th of March, 2017, at the Madinat Jumeirah Arena.
The ad campaign was released in a two-film series, titled ‘Sabotage’ and ‘Lies’, are based on a universal insight that captures and encapsulates the size of the sale - Life has a mind of its own. 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. The campaign’s insightful and captivating films achieved virality with close to 10 million views across Centrepoint’s social media platforms.
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 are rooted in compelling story-telling. 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,” 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.”
“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.
Centrepoint’s creative efforts have been further rewarded at the recent award ceremonies that bestowed Centrepoint with the highest awards for its innovatively executed marketing campaigns and retail prowess. The brand received multiple awards for the Sale campaign at the globally celebrated 16th Annual Cristal Festival; bagging nine Cristals, including three Gold, at the festival that is considered one of the biggest advertising events in the world.