2018 Winners & Shortlists

FAMILY CLOCK

Client/BrandLANDMARK GROUP
Product/ServiceCENTREPOINT
EntrantIMPACT BBDO Dubai, UNITED ARAB EMIRATES
Type of EntrySectors
CategoryTravel, Leisure, Retail, Restaurants & Fast Food Chains
Idea Creation IMPACT BBDO Dubai, UNITED ARAB EMIRATES
PR IMPACT BBDO Dubai, UNITED ARAB EMIRATES
Production COLLECTIF ART Dubai, UNITED ARAB EMIRATES

The Campaign

When it comes to work-life balance, we sometimes blur the lines of what takes higher priority. And achievements at the workplace may come at the cost of something more valuable. The main creative idea centered around comparing your professional accolades with your personal ones

Execution

The campaign kicked off with the launch of a short survey posted on the brand’s Facebook page. The survey discovered that 40% of families miss out on special occasions due to work obligations. Also, Centrepoint created a series of artwork with hard-hitting messages encouraging consumers to balance their work-life priorities which ran in the brand social platforms. Each image was accompanied by insightful and concise copy stating: ‘Employee of the month. Never-at-home dad,’ etc. Also, Centrepoint asked fans to share videos of their family time. An App was created where users could participate in a quiz of family time related questions and a series of conversations between parents and their bosses, showing how parents choose to make time for their family with a message encouraging fans to follow the example were shared. Light-hearted sharable content featuring characteristics of parents who struggle to maintain a work-life balance were also created.

The campaign reached nearly 13.7 million people across Centrepoint’s social platforms. Online content generated through PR resulted in 18,933,217 impressions with an estimated PR value of $348,467 There was a total of 2.7 million film views The campaign achieved 33.3 million impressions and had 627,059 total engagements on social During the Family Clock campaign, new fan growth on the brand’s Facebook page increased by 13,563 and 12,913 on Instagram The media partnerships with Khaleej Times resulted in over 4.7million impressions and a total PR coverage worth an estimated $118,339 Centrepoint had a positive impact on millions of people across the region through the emotionally engaging and family oriented campaign. While the numbers above prove the campaign’s success, it was the results that Centrepoint couldn’t measure – the thousands of hours of time spent with family across the Middle East– that made all the difference.

The Situation

The #MakeTimeForFamily was born out of a regional truth that more and more families are spending lesser time together due to work commitments and this was leading to a higher number of divorce cases. The campaign was truly integrated in that it bought together PR and social to raise awareness and educate people on the importance of spending quality time together. The campaign was launched to coincide with UNESCO’s World Family Day and the brand encouraged customers to balance their priorities by making time for their loved ones.

The Strategy

Centrepoint’s campaign provided an exciting opportunity for the brand to speak to - and to celebrate - the various members of the family unit, with social media playing a significant role in this conversation. The first step was to create effective English and Arabic content that was used across the region and one that would drive the campaign’s key messages home to the brand’s audience. Traditionally, the ‘conversation’ on social media is predominantly directed toward highlighting Centrepoint’s product offerings but in the weeks leading up to World Family Day, the brand chose to create and post content that was beneficial to families in the region. The campaign was launched using #MakeTimeForFamily, with fun content centered on encouraging families to spend quality time with each other. The brand also developed a series of engaging videos that encouraged viewers to put their families ahead of work.

Credits

Name Company Position
Sarah Jackson Impact BBDO Dubai Associate Director
Karuna Advani Impact BBDO Dubai PR/Social Media Account Director
Lejo Johnny Impact BBDO Dubai Senior Account Manager
Dalia Farghaly Impact BBDO Dubai Senior PR Account Executive
Lisa Tohami Impact BBDO Dubai Senior Social Media Account Executive
Tamara Malak Impact BBDO Dubai Senior Social Media Account Executive
Lyassin Chaoui Collectif Art Co-Founder
Abdellah Jamad Al Hark Collectif Art Co-Founder