2016 Winners & Shortlists

Brief Explanation

Insight: Men in the region take pride in knowing the latest trends and fashion but remain woefully ignorant about basic health. Centrepoint wanted to stay relevant to its male audience by connecting with them on their love for fashion and also showcasing its concern for a crucial target segment of its family fashion focused offering. Business Objectives: o Drive increase in social media audience and in-store customer base o Engage male customers and drive awareness for a key issue, thereby building further affinity for Centrepoint. Marketing Objectives: o Engage with the target audience to make more meaningful, relevant conversations which appeal to their needs of giving the best to their families. o Reinforce Centrepoint’s credentials as a family fashion brand that puts the customer at the center of its world, its offering…

The Campaign

A Centrepoint survey found that over 80% of the region’s men care more about fashion than health. Alarmed, the region’s largest family fashion retailer, took on the challenge to raise men’s health quotient. Through use of #GetToKnowMo during the month of Movember, it encouraged greater health consciousness and regular checks amongst its male consumers across all Centrepoint territories. It spread the message through a web film showcasing the insight, screened across its social media platforms. Campaign ads featuring the key message were displayed in-store, outdoor, and in print. It spoke through radio stations, youtube channels, influencers and press to amplify its message. Most importantly, it conducted free health checks in-store and in offices. The integrated effort resulted in high social media engagement and completely changed the way men in the region think about health with over 1200 men getting health checks in just 3 days of running the campaign.

Creative Execution

#GetToKnowMo was initially launched through the creation of a web film portraying the survey insight, played online on the brand’s platforms. Centrepoint created visuals with the campaign messaging for outdoor, in-store, print and online advertising. It tied up with radio stations to encourage listeners to enter competitions based on the theme of #GetToKnowMo and created additional video content in collaboration with KSA-based youtube channel Sa7i. It teamed up with influencers to further generate social media messaging. The brand also created a host of content through social media posts with advice on healthy living for its fans and followers. The survey insight became the basis for a consumer story that gained momentum in the press. Most importantly, Centrepoint displayed its commitment to the cause of raising health awareness by teaming up with regional health clinics and offering male customers free health checks in store as well as in offices.

The campaign was hugely successful both in terms of engagement of Centrepoint’s digital audience as well as a change in behavior of regional consumers. Below are some of the key results generated by the campaign: o Over 1,200 men got themselves checked within 3 days of running the campaign o 48 million people were reached through social media video and image posts during the month of November 2015 o 2.6 million video views o Acquisition of 60,000 new fans on facebook o $409,000 generated in PR value