2013 Winners & Shortlists

HOMECENTRE ROOM MAKEOVER

BrandLANDMARK GROUP
Product/ServiceHOME FURNISHINGS
EntrantMEC Dubai, UNITED ARAB EMIRATES
Entrant Company MEC Dubai, UNITED ARAB EMIRATES
Media Agency MEC Dubai, UNITED ARAB EMIRATES

The Campaign

In 2011, we started a memorable homemaking story. In 2011, Home Centre asked us to create a consumer engagement programme that could grow and become a significant long term goodwill earner for the brand. We started the “Home Centre Dream Room Makeover” engagement story armed with the insights that a) setting up a home is an emotional process of renewal and b) people's aspirations of renewal, stability and happiness are universal. The first chapter of the story in 2011 was 1 country-UAE-based. The second went to 6 countries in 2012, Homecentre plans to take the roomamakeover activation across Pan-Arab with a TV show and online series in 2013

Success of the Campaign

•The campaign across 8 weeks raised share of Facebook fans from 7% to almost 50% •Increased positive brand perception from 20% to 60%. •PR Generated at an estimated USD 450,000/- across GCC •In 2013, the Room Makeover story plans to go global through a TV show and webisodes

Describe how the campaign/entry was launched and executed across each channel in the order of implementation.

2011, we had started the “Home Centre Dream Room Makeover” engagement story armed with the insights that setting up a home is an emotional process of renewal for the people In 2012, we went regional (six GCC countries) by realizing people's aspirations of renewal, stability and happiness are universal. We created a GCC-wide microsite where people could share their personal stories of “why” they deserved a room makeover and post a picture of their current room. A panel of stakeholders and interior designer’s shortlisted 20 winners across GCC and offered them Room Makeovers. Logistics co-ordinators, furniture movers and a special design team converged to create a memorable process of home renewal that was captured on film and tape for 2013. We supported the campaign using an integrated paid, owned and earned platforms of print, radio, outdoor, online, PR and in-store promotion.

Credits

Name Company Role
Fatima Shaikh Mec Account Director
Vikrant Shetty Mec Senior Account Manager
Nihar Anand Mec Account Executive
Shareen Attavar Mec Director