2017 Winners & Shortlists

The Campaign

The #GiftYourTime campaign discouraged customers from indulging in the common human behavior of buying ‘guilty gifts’ – Gifts that we give our loved ones when we are trying to compensate for inability to spend adequate time with them. The campaign not only caught the attention of the brand’s consumers and media but allowed Centrepoint to set itself apart as a conscientious brand that put its customers first by encouraging anti-shopping behaviour and motivating them to spend time together as a family instead, despite the impending key sales period in May. Its social-consciousness paid off as customers displayed deeper brand love, which achieved profitable business results and increased engagement through both mainstream media and social channels.

Execution

Survey: The campaign kicked off with the launch of a multiple-choice survey on Facebook. Gift vouchers encouraged participation and over 2,000 fans took part. Media Coverage: Through the month radio, print and online media covered Centrepoint’s survey findings and content on the importance of family time created by the brand and partnering influencers. Influencer Association: Key family and parenting influencers provided tips on how to get the most out of family time across social platforms. Web Films: Three films and visuals were screened across the brand’s social media platforms, print and online media and in-store to highlight the campaign message. Social Media Competition: The brand encouraged fans to share their own stories using #GiftYourTime for a chance to win. Family Day Out: The brand teamed up with Ski Dubai and Ferrari World to take lucky shoppers from Dubai and Abu Dhabi on a family trip.

The #GiftYourTime campaign utilized the true benefits of communications to create a powerful campaign that educated and emotionally engaged stakeholders, and also drove awareness and behavioural changes in the families of the Middle East. The impactful objective allowed for influencer, print and radio partnerships and effective content drove social media engagement and virality for the campaign without a single dollar spent on media buying. - The campaign reached over 8 million people across Centrepoint’s digital platforms - Over 2,000 respondents participated in the survey - The campaign reached 8 million people in the region across digital platforms - 40,467,616 impressions generated through PR - There were a total of 1.3 million film views across all platforms - The Family Clock campaign increased Centrepoint’s social media following to an overall 2,183,951 people

The Situation

Centrepoint, one of the region's largest retailers, developed #GiftYourTime to encourage anti-shopping behaviour in its customers and motivate them to spend time with loved ones instead - despite the impending key sales period in May. The brand needed to effectively strengthen its position as the dominant retail destination for families in the Middle East and seized the opportunity of the upcoming World Family Day, to launch the campaign. Its social-consciousness paid off as customers displayed deeper brand love, which achieved profitable business results and increased engagement through both mainstream media and social channels.

The Strategy

#GiftYourTime targeted Centrepoint’s core customer – young families. The campaign was based on insights from a region-wide customer survey that found that over 48% of families surveyed did not feel they had sufficient time with their loved ones, with work cited as the main reason. 87% said spending time with family is what they look forward to most over the weekends. The results of the survey were crafted in to a release that was targeted to radio, print and online titles in the lifestyle segment. Influencers were brought on board to provide additional content and push the campaign message through their social media platforms. The brand’s social media campaign content centered on advice for families and a series of engaging videos were also created and posted across the brand’s social media platforms to encourage viewers to put their families first and spend time with them instead of purchasing compensatory gifts.