INSITE OOH Media Platform

Centrepoint's “Everyday Your Way” campaign completely transforms the UAE’s outdoor advertising landscape, proving that a major retail sale can still feel elevated, contemporary, and visually refined.

Instead of using the usual crowded and disorganized arrangements used by other retailers who offer discounts, Centrepoint uses a very distinct and simple design that makes its advertisements cut through the noise of the urban Emirates. The use of bright colors like teal, mustard yellow, and white makes the billboards pop out immediately and catch the attention of the driver, without even having to notice how much the prices have been slashed. Each design is highlighted by a block of bright red, which focuses the viewer’s attention on the huge discount range of 25% to 70%.

The success of this marketing campaign depends on how well these offerings are segmented, as each poster will be a focused spotlight for Centrepoint’s wide range of sub-brands. While one image focuses on fashionable Splash wear against a vibrant yellow background, another centers on the leather textures of Shoemart against the soothing green teal background. With a limited amount of text and high percentage-off numbers displayed, the ad copy takes into account the rapid pace of traveling along the highway.

The strategy works because the company embraces the famous Centrepoint target logo, creating a sense of familiarity as an element that guarantees trust to any bargain hunter. Finally, the use of large amounts of empty space in the images guarantees that the percentage discount is always the most critical part of the entire visual message. In the end, the Centrepoint company has managed to transform billboards into the key reminder of its offers.

The new campaign took off on UAE’s mega-coms in the fourth week of April.