2016 Winners & Shortlists

Brief Explanation

When we started 20 years ago, our vision was to inspire people to create homes that are beautiful, functional, within budget and a true expression of themselves. 20 years later, our brand promise is stronger than ever before. Through the many years, Home Centre has reflected this warm feeling of making people love coming back home. The one thing people look forward to at the end of a long tiring day is returning home and that is what formed the basis of our 20th anniversary campaign. We roped in Nancy Ajram as brand ambassador to mark this milestone occasion because Nancy’s family oriented image makes her perfectly complement a brand like ours. A well -loved celebrity with international recognition – she truly represented our spirit of celebration which we wanted to share with our customers through our anniversary year.

The Campaign

Home Centre has been inspiring people to create beautiful homes since the last 20 years and with all our inspirational offerings, we’ve made people love getting back home, every day. For our 20th anniversary campaign, we sourced our idea from that very legacy. To celebrate this landmark, we joined hands with Arab icon Nancy Ajram, who is not only loved across the Middle East but also resonates Home Centre’s key attributes. Brand ambassador Nancy was seen showcasing the brand’s inspirational furniture and home accessories in the campaign which was launched across 9 countries (UAE, KSA, Bahrain, Egypt, Oman, Lebanon, Kuwait, Qatar and Jordan) in the Middle East. The singer’s glamorous appearance was reflected in a series of TV, print, outdoor, digital advertisements and online engagements. Through the campaign, we gave back to our customers through an exclusive anniversary offer, thanking them for their constant support for the last 20 years.

Creative Execution

The campaign used an integrated media approach and was launched across 9 countries on 7th October, 2015. •Pan Arab release of TVC featuring Nancy Ajram. It was played across 13 English & Arabic channels, with 4,215 TV spots. •20 movie theatres played the TVC for a month •Prime placement insertions in 30 leading Arabic & English newspapers and magazines •Advertised in strategic arterial locations garnering maximum visibility •TVC jingle was played across 6 radio stations with 340 radio spots. Tailor made competitions were carried on radio •4 million SMS-es were sent out announcing the anniversary offer •Advertised campaign on digital medium through Xaxis, Youtube and Google Display Network •Advertised with TVC audio pre-rolls on Anghami •A month long scratch-and-win offer was held in stores wherein customers had the chance to win free shopping worth AED 10,000 (or equivalent in other countries) •Cake cutting celebrations took place across 88 stores, bringing together customers and staff •Launched e-commerce platform on 20th September

• Youtube Masthead Takeover for 24 hours received 8.5 mn impressions • TVC views across social media channels received 7.07 mn impressions • TVC pre-roll on various Video on Demand platforms received a click through ratio of over 3.12 % • Campaign received more than 3 million clicks on Facebook • Engagement rates on Twitter were 6.58% and 7.9% for photos and videos respectively • Instagram posts received 2.6 million impressions and 93,000 clicks with an engagement rate of 7.36% • Facebook fans grew by 7% • Twitter followers increased by 20% • Instagram followers increased by 72% • Campaign got covered by leading Arabic and English dailies and weeklies, generating PR worth $1,584,567