Brand | LANDMARK GROUP |
Product/Service | HOME FURNISHINGS |
Entrant | MEC Dubai, UNITED ARAB EMIRATES |
Entrant Company
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MEC Dubai, UNITED ARAB EMIRATES
|
Media Agency
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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
Fatima Shaikh |
Mec |
Account Director |
Vikrant Shetty |
Mec |
Senior Account Manager |
Nihar Anand |
Mec |
Account Executive |
Shareen Attavar |
Mec |
Director |