Centrepoint Pre-Ramadan Campaign: Attention-Led Storytelling
Discover how the Centrepoint Pre-Ramadan Campaign used storytelling to boost engagement and cut through seasonal clutter.
Background
The Centrepoint Pre-Ramadan Campaign kicked off during one of the busiest advertising periods of the year. During this season, brands face heavy competition due to sales and promotional messaging, which makes capturing attention challenging.
However, Centrepoint aimed to stand out without aggressive selling. In short-form video, attention is the real currency because audiences often skip product-heavy videos during cluttered seasons. Additionally, the campaign reflects a strong Pre-Ramadan Marketing Strategy, focusing on audience engagement rather than price promotions.
Campaign Objectives
The goal of the campaign was to create content that keeps viewers watching until the end while delivering a clear commercial message. Instead of relying on pricing, storytelling was prioritized to make the campaign feel natural, engaging, and aligned with audience behavior.
Strategy and Approach
To break through the seasonal noise, the campaign adopted an Attention-Led Retail Campaign approach. Key elements included:
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Strong creative hooks in the opening seconds
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Conversational and engaging voiceovers
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Products integrated naturally, not pushed
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Clean pacing and smooth narrative flow
As a result, the content felt watchable first, sellable second, keeping viewers engaged from start to finish.
Results and Insights
Consequently, the campaign achieved strong performance on Instagram:
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Impressions: 76,839
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Views: 80,543
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Engagements: 1,133
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Engagement Rate: 1.5%
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Reach: 20,717
