2014 Winners & Shortlists

The Brief

In 2011, Home Centre wanted to create a consumer engagement programme to celebrating their 15th Anniversary. Armed with insights a) setting up a home is an emotional process of renewal and b) people's aspirations of renewal, stability and happiness are universal, they started the “Home Centre Dream Room Makeover” program- a holistic consumer engagement, giving consumers an opportunity to win a unique interior designed room makeover .The programme was also meant to have potential to grow year on year along with Home Center's presence in the Middle East, and become a significant long term goodwill earner for the brand.

Describe how the promotion developed from concept to implementation

In 2012, the campaign went regional across 6 GCC countries. In 2013, the key challenge was to organically grow the campaign in an exciting new direction with mass participation. Armed with another key insight that if no 2 people are alike, why their rooms should be. The contest took a bolder and more engaging approach where consumers were invited to Challenge Home Centre to give them a room makeover according to their personality type. The campaign was supported using an integrated paid, owned and earned platforms of print, radio, outdoor, online, PR and in-store promotion.

Describe the success of the promotion with both client and consumer including some quantifiable results

Starting in 2011 with 3500 entries, in 2013 we received an overwhelming response with Total entries = 37,177. The voting phase also generated more then 338,518 votes and the Facebook fan base grew by 40,480. Pr value generated till date is more then USD 4 million

Explain why the method of promotion was most relevant to the product or service

The activation was based on the key insights a) setting up a home is an emotional process of renewal and b) If no 2 people are alike, why should their rooms be. Considering that Home Centre was all about Home furnishings and accessories, we embarked on a journey to fulfil the aspirations of our consumers by giving them a new sense of renewal and stability by offering a completely new room based on their personality. The activation also gave an opportunity to Home Centre to closely engage with their consumers and be a part of their world, their home.