Private View

Campaign Middle East - - NEWS -

From my point of view, this cam­paign was to­tally irrelevant to the customers of Cen­tre­point. I think Cen­tre­point is a generic fash­ion brand tar­get­ing a wide range of age groups.

Launch­ing a dig­i­tal cam­paign with the fu­tur­is­tic topic of a space out­fit is something I can’t find very ap­peal­ing to their tar­get au­di­ence, es­pe­cially as the craft­ing of the story it­self was very weak and not at­trac­tive.

The en­gage­ment that came from 300 de­sign­ers in uni­ver­si­ties was not that strong. If we con­sider the num­ber of their tar­get au­di­ence, it should be way more than that. I think the sub­ject it­self is not unique; we have seen many ideas for fu­tur­is­tic as­tro­naut out­fits from hun­dreds of movies. If the mar­keters in Cen­tre­point have an ob­ses­sion with movies, they should have asked the peo­ple to choose the best out­fit that has been cre­ated from these movies, to al­low more par­tic­i­pa­tion.

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