2015 Winners & Shortlists

MOVEMBER CAMPAIGN

BrandCENTREPOINT, LANDMARK GROUP
Product/ServiceSHOPPING AND RETAIL
EntrantLANDMARK GROUP Dubai, UNITED ARAB EMIRATES
CategoryUse of digital in a promotional campaign
Entrant Company LANDMARK GROUP Dubai, UNITED ARAB EMIRATES
Advertising Agency IMPACT BBDO Dubai, UNITED ARAB EMIRATES
Media Agency MEC INTERACTION Dubai, UNITED ARAB EMIRATES
PR Agency IMPACT PORTER NOVELLI Dubai, UNITED ARAB EMIRATES
Production Company COLLECTIVE@BKP Dubai, UNITED ARAB EMIRATES

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

Credits

Name Company Role
Shyam Sunder Centrepoint Head Of Marketing
Shalini Sharma Centrepoint Digital Marketing Executive
Rupal Panjani Centrepoint Marketing Manager
Colin Farmer Impact BBDO/Dubai General Manager
Bharti Joukani Impact BBDO/Dubai Account Director
Aunindo Sen Impact BBDO/Dubai Creative Director
Gautam Wadher Impact BBDO/Dubai Creative Art Director
Yasmin Alahmad Impact Porter Novelli/Dubai Social Media/Pr Consultant
Lizelle Maria Rodrigues Impact BBDO/Dubai Account Executive
Fatima Tariq Impact BBDO/Dubai Account Executive
Nada Naji Impact Porter Novelli/Dubai Account Executive
Aditi Mane Impact Porter Novelli/Dubai Account Executive
Smit Agarwal Impact BBDO/Dubai Senior Art Director
Rohit Venkatesh Impact BBDO/Dubai Senior Copywriter
Anju Purushot Impact BBDO/Dubai Senior Broadcast Producer