2011 Winners & Shortlists

Results and Effectiveness

3,300 people all over the UAE have uploaded their entries on the competition microsite. 15 delighted winners and their families with brand new Dream Room Makeovers within 24 hours! Increase of Facebook friends by 700%. Campaign was such a success that next year Home Centre is planning on rolling it across key GCC markets to engage the GCC consumers. Positive PR coverage across TV, Print & Online.

Creative Execution

The main driver for the campaign was a specially created Microsite - www.homecentre.net - where people could share their personal stories of “why” they deserve a room makeover complementing it with a picture upload of their current room. The activation was hyped across various media including print, radio, outdoor, online & social media to drive entries and to create positive PR and buzz about Home Centre’s 15th anniversary room makeover promotion. Special home design teams were formed comprising of interior designers, various contractors, visual merchandisers, logistics coordinators and furniture movers who brought the “Room Makeover” project to life. Their old rooms were transformed into their dream rooms within 24 hours (including wall painting, furniture & accessories installation and set up. A Videographer and Photographer team documented every room makeovers as an engaging short documentary which were aired as specials on TV and streamed online.

Insights, Strategy and the Idea

The Challenge: Home Centre, the biggest furnishing brand in the Middle East celebrated its 15th anniversary in the UAE. Campaign objective was to create a memorable and emotional holistic consumer engagement for Home Centre’s customers to reward them for their brand loyalty over 15 years. The Insight: Home Centre furnishing stands for beauty and affordably hence fulfilling their customers’ aspirations of attaining their beautiful dream home. Over the past 15 years UAE customers have developed an emotional bond with the brand. New furniture means always much more to customers: a new spiritual infusion, a new fresh beginning. The Idea: Creation of a holistic activation where 15 customers get the chance to win their personal “Dream Room Makeover” worth 10,000 AED including unique interior design complete with wall painting, new furniture and accessories by Home Centre.