Combining beauty and intrigue for consumer appeal

Centura

Centura is one of the largest distributors of wall and floor coverings in Canada.

  • Brand positioning
  • Tagline
  • Video ads
  • Web banners
  • Media strategy

    • Household name?

    Often chosen, barely known: an insight that came as no surprise to wall and floor coverings specialist Centura.

    Positioned for architects, designers and retailers, Centura decided to change course in 2019, embarking on a strategic shift that would promote the brand to consumers – and put a name to the company's products.

    Camden kicked off the major transition by tackling the brand's positioning, with a thorough strategic analysis and a new tagline: “Trusted by designers.” The path was clear: build on Centura's solid B2B reputation to establish brand credibility in the B2C space.

    Centura Camden Montreal

    Designer's choice

    This gave rise to a 30-second ad that cast a new light on Centura’s product offering, positioning the company as a “designer’s choice” source of sophisticated materials. Building on the idea of intrigue, with design-specific terminology and slick art direction, our cross-disciplinary team crafted an evocative message with real target appeal.

    • Centura Camden Montreal
    • Centura Camden Montreal
    • Centura Camden Montreal
    • Centura Camden Montreal
    • Centura Camden Montreal

    Content!

    Our two-pronged media strategy leveraged the TOU.TV platform and programmatic advertising using banner ads. We capped it off with a full screen in La Presse+ and an advertorial, producing rich, relevant content to reach our targets.

    • Centura Camden Montreal
    • Centura Camden Montreal
    la Pensée rebelle

    “This opportunity to strategize a retail brand awareness campaign from the ground up was truly inspiring.

    As for the ad itself, Camden’s teams in Montreal and Lyon did a fantastic job creating an intriguing atmosphere that attracts viewer attention while staying 100% aligned with the brand promise.”

    John Dutton, VP Creation

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