2016 Winners & Shortlists

The Campaign

In 2015, successful retailer, Centrepoint wanted to become a fully realized, family-focused fashion brand and hence took it upon themselves to explore family dynamics and how much quality time is spent between family members. The Challenge: The sad truth is that, families are spending less time together. The online survey conducted with over 5,000 respondents discovered that 46% spent less than one hour of quality time together each day and 72% cited work and technology as the biggest distractions during family time. The Objectives: • Re-position Centrepoint as a family brand • Raise awareness across the region about the importance of quality family time • Engage and connect with each member of the family – not just females The Strategy: Armed with this insight, May 15 – World Family Day- provide the ideal platform for Centrepoint to launch Family Clock, which encouraged families to spend at least 15 minutes more quality time together and solidify its family brand values and credentials. The Execution: • 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. This was seeded to key media outlets and publications. • We launched a film that included a message from the older parents to new parents to never miss a moment The Outcome: The campaign generated a PR Value of $239,668. It was the results we couldn’t measure –as families’ re-evaluated priorities and reconnected with each other- that made all the difference.

The Brief

The goal of this campaign was to re-iterate the importance of spending quality time with family members. Our objective was simple, to play a more meaningful role than just a retailer and build an emotional bond with consumers using the Centrepoint brand promise. As families in the region are the key target audience for the brand, it was important to give back to he customers.

Execution

To help with this, Centrepoint collaborated with local and regional influencers in the region to develop a series of tips on how to make 15 minutes of family time count, and then introduced these tips to the region across a multitude of touch points across earned, owned, paid and shared media On World Family Day, the embargo lifted on our main survey-derived news story, and our headline “Families’ Spending Less Than One Hour of Quality Time Together” raged through the regional press throughout the month of May.

Throughout the campaign we received thousands of positive comments about the Family Time Campaign. The campaign reached over 60 million people in the region across all platforms and generated a PR Value of $239,667.63 across the UAE.

The Strategy

The sad truth is that—with the pace and pressures of modern life, intensified by digital and mobile technology—today’s families are spending less quality time together. In the days leading up to World Family Day on May 15th, provided the perfect platform for Centrepoint to launch a family focused campaign that would not only help it solidify its family brand credentials, but which would also be socially responsible. To get a deeper understanding of family time in the Middle East, Centrepoint launched an online survey to study family trends in the region. Assessing the data provided by more than 5,000 respondents, we discovered that 46% spent less than one hour of quality time together each day. And, over 90% of respondents felt that they could spend at least 15 minutes more a day with their family. We wanted to help families in the Middle East spend more time together.