Following a pitch earlier this year, DDB is launching Centrepoint’s pre-festive season campaign called the “White Wednesday Sale. In a distinctly disruptive approach, Centrepoint moves its sale to Wednesday instead of Friday. In a heavily cluttered environment led by promotions and the “white” seasonal theme, Centrepoint and DDB adds a creative twist by inverting the conventional white theme with colors in a campaign called “Color your world”.
Inspired by the colors of the Centrepoint logo, the creative executions used a contrast of colors on white to brighten the occasion of the sale. This allows the campaign to be very specific and ownable by the brand, in addition to making it stand out during a very competitive time of year for retailers.
Further leveraging specific demographics, the work also features multiple influencers: Shouq, NourAldin Al Yousuf, Mahira Abdelaziz, Tamara Jamal, and Layan Salem; covering all categories – women and men’s fashion, kids and babies’ fashion and essentials, beauty and sports. Moreover, a jingle with catchy lyrics truly brings to life “Centrepoint’s White Wednesday Sale”.
Commenting on the campaign, Hubert Boulos DDB, CEO Middle East says: “There is absolutely no reason why promotional campaigns cannot build brand image at the same time. This is a typical example where bottom-of-the-funnel push communications and top-of-the-funnel pull communications can be combined for the ultimate benefit of the brand.”
Adds, Mithil Shah, Centrepoint’s Sr. Marketing Manager, Digital: “Our creative objective was to establish top of mind for Centrepoint’s White Wednesday Sale across the Middle East and this was executed beautifully by DDB in the form of a captivating visual language combined with a catchy jingle. To amplify the creativity, we partnered with the most popular influencers in the region and backed our creative campaign with a strong media strategy that would drive maximum reach, ultimately leading to high conversions for Centrepoint online and in-stores.”
