Centrepoint's Ads Change in Length Based on Consumption Habits
Ellen Smith — January 10, 2018 — Fashion
References: centrepointstores & psfk
The fashion retailer Centrepoint has partnered with Google to bring consumers a unique series of ads, which change based on the viewer's consumption habits.
The series of ads run from five to 30 seconds, depending on the viewer's history, preferences and online habits.The ads follow an astronaut who needs help deciding what to wear when meeting aliens for the first time -- a playful story line that aimed to outline the ways in which Centrepoint can help it's consumers, even from space.
In addition to these tailored ads, Centrepoint is holding a competition which is challenging participants to design an outfit for the fictional astronaut to wear. The winner will be awarded with the chance to meet and collaborate with the brand's professional fashion designers.
The series of ads run from five to 30 seconds, depending on the viewer's history, preferences and online habits.The ads follow an astronaut who needs help deciding what to wear when meeting aliens for the first time -- a playful story line that aimed to outline the ways in which Centrepoint can help it's consumers, even from space.
In addition to these tailored ads, Centrepoint is holding a competition which is challenging participants to design an outfit for the fictional astronaut to wear. The winner will be awarded with the chance to meet and collaborate with the brand's professional fashion designers.
Trend Themes
1. Tailored Advertising - By personalizing ads based on consumer's consumption habits, businesses can create more targeted and engaging campaigns.
2. Dynamic Ad Length - Adapting the length of ads to suit viewer's preferences and online habits can help capture and hold their attention.
3. Interactive Marketing - Engaging consumers through competitions and collaborations can foster brand loyalty and encourage participation.
Industry Implications
1. Fashion Retail - Using tailored ads can revolutionize the way fashion brands reach and connect with their target audience.
2. Digital Advertising - Dynamic ad length opens up opportunities for advertisers to optimize their messaging and maximize campaign effectiveness.
3. Creative Design - Involving consumers in designing outfits for fictional characters can unleash innovative ideas and provide unique collaborative opportunities.
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