2015 Winners & Shortlists

The Brief

The Movember campaign was a great opportunity to engage with our Male audience during Movember, which is a popular global movement that raises awareness about men’s health during the month of November. Our main objective was to utilize our large fan base on social media to generate conversation on Movember and the importance of men’s health. By creating videos, games and posters we aimed to create further conversation on the issue in the region. Further, our social media pages also had health tips for men throughout the month.

Describe how the promotion developed from concept to implementation

The strategy to communicate our message and start a conversation was by creating videos, games and posters and the results speak for themselves. Mr. Movember online campaign received 7,367,708 impressions. Our Facebook, Twitter & Instagram pages were abuzz with likes, comments, retweets & shares majority from men. We succeeded in grabbing men’s attention and increasing their social engagement with Centrepoint. With 514,094 views on YouTube & Facebook, the brand’s social network has seen a surge of new male fans, which surpassed our expectation.

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

Centrepoint fans are mainly women; male audience were never targeted directly before. Therefore; we created a campaign that spoke directly to a smaller group but obviously a very important one. The connection happened online & on ground and the males fans were very quick to respond by posting their moustaches, visiting the participating barber shops and taking pictures there then post them on our Instagram for the Mutual Promise activation, playing the games, understand the humor behind the campaign & take the pledge for the cause.

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

In order to be able to reach our multi-cultural fan base we believed that the best way to communicate with all of them would be through the creative. By using a lighter tone in all the creative whether it was posters or videos we were abler to have a conversation about a serious topic without it being too heavy. The strongest component of our content was the introduction of Mr. Movember videos. The videos were show casing the hero (Mr. Movember) in several different situations doing activities that they would usually shy away from sharing as they are not traditionally seen as “manly”, but by using the #GrowYourmo we are reassuring them that it is okay, encouraging to do so