Campaign Details
Brand: Home CentreAgency: FP7 McCannCountry: United Arab Emirates
Why is This Work Relevant for Creative Strategy?
For Home Centre, a furniture retailer in the Middle East, with retail stores shut due to COVID-19, budgets came to an absolute halt; just like for all retail brands.
Yet, with a total budget of only $50,000:
- Home Centre won over Arab moms, through a strategic decision to change the "featured audience" to Arab single moms, thus appealing to Arab moms.
- In doing so, Home Centre integrated a new conversation into culture and media, by challenging an...