2017 Winners & Shortlists



The Campaign

Purchasing furniture and home décor is an emotional and elaborate process. With the increasing offers and competitiveness, the process was becoming more monotonous and transactional. Our intent was to bring back joy to the consumers while they shop in store and reflect the same through our communication. We wanted to make home-shopping go beyond pure transaction and become an experience. The idea behind ‘rediscover the joy of shopping’ was to bring to life a unique shopping experience, encompassing the product categories and value added services. White and gold constituted the primary colours of the campaign in order to resonate with the new look and feel of the store while the ‘mashrabiya’ pattern was incorporated to appeal to the Arab customer. That said, the brand identity was maintained throughout with the usage of the Home Centre hut in all the visual identities created for the new products and services.

Creative Execution

The campaign execution was divided into two parts – pre-launch and launch. The objective of pre-launch was to create buzz around the revamped store followed by highlighting the newness the store offered. The all new product range and value added services were announced through print, outdoor, radio spots and cinema animation as well as through digital media, YouTube Masthead take over and email & SMS blasts to over 900,000 customers. The films were also played across digital screens in the store. To engage with customers, an in-mall kiosk was set up a week before the launch wherein customers could win gift vouchers through the ‘Spin and Win’ activation and also had the opportunity to draw furniture in 3D through Google’s Tilt Brush application. The revamped store was launched with a spectacular performance by Nancy Ajram, drawing the participation of more than 10,000 customers. The event was broadcasted live on Facebook and Twitter.

• Store attracted over 46,000 customers during the first 4 days of its opening and an 80% increase in sales per day • Since the refit, the store saw a 90% increase in average footfall and 26% increase in average transaction value. • Compared to last year the average footfall went up by 79%. The store also witnessed a significant increase of 19% in average transaction value, and a 13% increase in customer basket size. • The live broadcast of the launch event attracted over 130,000 views on Facebook • Engaged around 170,000 followers on Instagram through a series of Instagram Stories, generating 200 user-generated content and gaining 1400 new followers in a single day • YouTube masthead received close to 17 million impressions in a span of 24 hours • The digital campaigns received over 0.5 million impressions with a high CTR of3.66% •Launch received PR coverage worth AED3million

With over a decade in operation, Home Centre’s flagship store at Mall of the Emirates, Dubai needed a makeover. The brand found the need to embrace a more aesthetic, contemporary design along with providing a host of additional services, to offer its customers an all new Home Centre experience. We rolled out an integrated campaign – ‘Rediscover the Joy of Shopping’ to launch the revamped store. Brand ambassador Nancy Ajram showcased the new products and services through all aspects of marketing communication such as advertising, public relations, direct marketing, and use of digital media, to achieve a successful launch.

The newness the store offered was captured through 4 digital films and static mediums which had Nancy interacting with the products and services. ‘Rediscover’ was amplified with various product offerings and value added services such as home design services, gift registry, monogramming, omni-channel and more. These services combined with the wide product range, would give consumers many reasons to buy in-store and discover a new journey of shopping. Visual identities were created for each of the key offerings and made an integral part of the campaign along with the brand message of ‘Rediscover the joy of shopping’. The communication was designed in stages to generate curiosity towards the launch of the store and to ultimately create an increased buzz about the store launch.


Name Company Role
Rohit Bhatia Home Centre Head of Marketing
Sonya Jose Home Centre Senior Marketing Manager
Vinmay Korday Home Centre Marketing Manager
Silvia Farina Home Centre Assistant Marketing Manager
Sumanto Chattopadhyay Ogilvy & Mather Executive Creative Director, South Asia
Mayur Varma Ogilvy & Mather Group Creative Director
Komal Ranjan Ogilvy & Mather Creative Director
Kankana Ghosh Ogilvy & Mather Client services director
Fatima Shaikh MEC Regional Head - Wavemaker
Vikrant Shetty MEC Client servicing director
Rishi Talwalkar APCO Worldwide Group Account Director