2016 Winners & Shortlists

Brief Explanation

Insight: Centrepoint commissioned a survey across its social media platforms and found that one in two people get less than an hour of quality family time per day and largely, family time was interrupted by work and technology. With world family day taking place on 15th May, Centrepoint set out to get families to spend uninterrupted quality time with each other Business Objectives: o Re position Centrepoint as a family brand o Raise brand awareness across the region Marketing Objectives: o Engage and connect with each member of the family – not just females o Ensure social media campaigns link to store o Increase engagement and take the social media conversation to the next level

The Campaign

In 2015, successful retailer, Centrepoint, wanted to become a fully realized, family-focused fashion brand, In a survey of 5,000 respondents, we discovered that 46% spent less than one hour of quality time together each day and over 90% felt they could spend at least 15 minutes more a day with their family. Armed with this insight, May 15—World Family Day—provided the perfect platform for Centrepoint to launch Family Clock, to encourage families to spend at least 15 minutes more quality time together and solidify its family brand credentials. It partnered with key opinion leaders in the region to develop family focused tips and created hashtag #Family15” for families to share selfies. The campaign launched on social media, with a powerful, emotional film featuring real parents giving real advice. The film accumulated over 4 million views and the media coverage surrounding the campaign generated a PR value of $239,668.

Creative Execution

o Centrepoint partnered with local and regional experts to share their tips on spending family time and possibly an activity that can be done in 15 minutes by families. We shared these tips across Centrepoint’s social media platforms o We launched a film that included a message from the older parents to new parents to never miss a moment o Fans were asked to share their #family15 selfie on their social media pages, tagging Centrepoint for a chance to win o A You Tube cross-screen masthead takeover across the GCC helped to spread awareness to 40 million people in one day to spend quality time with their families on World Family Day

Throughout the day we received thousands of #Family15 pictures through the campaign hashtag, and thousands of positive comments about the Family Time Campaign. Overall, the campaign reached 60 million people in the region across digital platforms. o There were a total of 4 million film views across all platforms. o 4,000 fans shared the films. o Engagement level increased to 9 percent, the highest engagement rate that Centrepoint had experienced to date on social media. o The Family Clock campaign increased Centrepoint’s social media following by 43,600 followers. As thrilled as we were by these analytics, it was the results that we couldn’t measure—the thousands of hours of family time across the Middle East, as families reevaluated priorities and reconnected with each other—that made all the difference.