2016 Winners & Shortlists

Brief Explanation

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. The idea was to subscribe to men’s health as an issue and champion this cause as being a fashion brand it is our responsibility to make people feel as good as they look. Centrepoint created visuals with the campaign messaging and created additional video content in collaboration with popular KSA Youtube channel Sa7i along with radio collaborations in the region. The campaign ran according to the original plan for the entire month of November.

Results

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