2010 Winners & Shortlists

PAINT YOUR DREAM HOME

BrandHOME CENTRE
Product/ServiceHOME CENTRE
EntrantMEDIAEDGE:CIA Dubai, UNITED ARAB EMIRATES
CategoryBest Use of Special Events And Stunt/Live Advertising
Entrant Company:MEDIAEDGE:CIA Dubai, UNITED ARAB EMIRATES
Media Placement:MEDIAEDGE:CIA Dubai, UNITED ARAB EMIRATES

Credits

Results and Effectiveness

In the 3 weeks of preliminary events happening, over 300 children participated, with over 600 beautiful paintings created by the children!! Over Dhs.25,000 was raised from the online auction of these amateur paintings done by the children!! Dhs730,000 worth of free media was negotiated across Newspapers, Magazines, Online & Radio to push this activation. 20+ pieces of positive PR was received on the event (without any PR agency being involved), including 2 television interviews!!! But most importantly, there was a 17% increase in store footfall during the 4 week promotion & 10% increase in sales!!!

Creative Execution

3 preliminary events were conducted over 4-week pre-Ramadan period across HomeCentre stores (Oasis,Sahara & Marina Malls) with a finale (Oasis Mall) to decide the best entrants.Children were asked to paint their dream home using different mediums (crayons,color pencils,paints etc), under tuition from expert art tutors. Paintings were submitted for review to a panel of Dubai International Arts Centre experts. Post-grand finale,CSR campaign was initiated,whereby the 12 winning entries were put up for public auction online on the Home Centre website. All proceeds of the auction went to Dubai Autism Centre. Done during Ramadan as people are motivated to do something for the society during that period. Paintings featured on 2010 Home Centre calendars & were distributed free to customers across all their stores, business partners & associates,giving the campaign longitivity & visibility. Whole program was promoted through newspapers,magazines,radio & online for free to support the good cause.

Insights, Strategy and the Idea

Task:Create an engagement platform to drive in-store traffic & sales in 3 flagship stores of Home Centre during low sales summer period. In summer,shopping at Home Center is for the whole family(since children have holidays).But while parents browse & shop in peace,there is a need to keep kids entertained. Insight:“happy kids makes happy parents”. Idea:Create an on-ground competition for kids at each of the stores.Children can register in advance,come in & participate & let the parents shop in peace. Theme:“Paint Your Dream Home”. Had synergies with Home Centre’s brand positioning of ‘Creating Dream Homes’. Competition allowed children to express their creativity & artistic flair by painting what in their minds was their dream home. After all,each one of us aspire to live in a perfect dream home! Tied into a CSR program,where these children could do something,in their little way,for children with autism in UAE.

Credits

Name Company Role
Mohan Nambiar Mediaedge:cia Managing Director
Leena Kewlani Mediaedge:cia Director Mec:access
Fatima Shaikh Mediaedge:cia Group Account Manager Mec:access
Vikrant Shetty Mediaedge:cia Account Manager Mec:access
Vivek Nair Mediaedge:cia Account Director
Shareen Attavar Mediaedge:cia Account Manager