November is sales season and Black Friday is upon us! That is why Central point started their most recent promotional campaign on the streets of the United Arab Emirates, claiming it’s the biggest sale of the year! The previous campaign was also about promotion, because it was about the chance to win 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 sanctity of this day for Arab culture. This is why “White Wednesday” was chosen as the campaign name.
Red is the main color of this campaign and takes over the billboard; it is known that red easily attracts people’s attention. They also used a large bold font repeating the letter A in “Sale” to create excitement. In their multi-purpose billboards, they used two women of two different races and one man.
Diversity here was meant to grab everyone’s attention and convey the message that they provide everything for all people of all ages with its 4 hallmarks fashion and house brands: SHOEMART, Babyshop, Lifestyle and Splash.
And this direction was supposed to be due to diversity as there are 200 nationalities living and working in the UAE.
The campaign was seen in more than one emirate, such as Dubai, Sharjah and Ajman, indicating geo-distribution that targets a wide audience and introduces the service to a younger demographic. It also crossed the UAE billboards as billboards, uni-pole and mega com.