Brand | HOME CENTRE |
Product/Service | HOME CENTRE |
Entrant | MEDIAEDGE:CIA Dubai, UNITED ARAB EMIRATES |
Category | Consumer Services |
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
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 |
Tamanna Moolchandani |
Mediaedge:cia |
Account Manager |