Centrepoint has created a landmark group strategy on Dubai's OOH scene that reinforce and synergize the brand's core retail concepts. Centrepoint has collaborated with various sub-brands including Babyshop, Splash, SHOE MART and Lifestyle all under one identity which represents that Centrepoint is a single fashion destination for the entire family. 

The most noticeable result of this integration is an improved structure and a more exciting shopping experience for buyers. Centrepoint provides the same great value in an aesthetically pleasing location for the entire family. These are developing customer perception, expanding brand value, and fueling the organization's growth potential in the mega retail segment. 

The campaign reflects the different age groups that the store targets. For example, one ad copy shows a babywearing cute clothes and holding a toy and this is for the Babyshop sector of the megastore. There are also ad copies that show teenagers' fashion which are pieces from Splash. The campaign also highlights that the sale and discounts start from 25% up to 70% even on SHOE MART and Lifestyle. Most advertising designs induce black and white fashion photography and details about the sale are highlighted in bright red which excites people and grabs immediate audience attention. 

The campaign is a relatively new one that started in the last week of May and was released in Sharjah's Sheikh Mohammed bin Zayed Road as Uni-pole ads, also at Corniche Ajman (Sheikh Humaid bin Rashid Street) as Mega Coms. Lampposts were also distributed around Dubai (Heasaa Street and Sheikh Zayed Road) along with at Ras Al Khaimah (Al Hosn Street). Some lampposts were also located in Sharjah (Sheikh Khalifa Street) and in Ajman (Sheikh Mohammed bin Zayed Road). 

The Art & Science of OOH

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