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.