November is sales season, and Black Friday is on doors! That’s why Centrepoint started their newest promotional campaign on the streets of UAE, claiming it’s the biggest sale of the year! The previous campaign was about promotion, too, as it was about the chance of winning world cup tickets. The name of the campaign was chosen to participate in the ‘Black Friday’ sales season, but some brands in the Arab world choose not to put “Black” next to “Friday” to respect the holiness of this day to Arab culture. Therefore, ‘White Wednesday’ was chosen to be the name of the campaign. Red is the primary color in this campaign and taking over the billboard; it’s known that red catches people’s attention easily. They also used a bold, large font repeating the letter A in “Sale” to create excitement. In their versatile billboards, they used two women from two different races and a man. The diversity here was intended to grab everyone’s attention and to deliver the message that they provide everything for all people of all ages with its 4 distinctive fashion and home brands: SHOEMART, Babyshop, Lifestyle, and Splash. And this direction was meant to be due to the diversity as there are 200 nationalities living and working in the UAE. The campaign has been seen in more than one emirate, such as Dubai, Sharjah, and Ajman, indicating a geo-distribution that targets a broad audience and introduces the service to a newer demographic. It also crossed the UAE's billboards as hoarding boards, uni-pole, and mega com.
