Visuel en-tête
Type de visuel

Nom du projet
Combining beauty and intrigue for consumer appeal


Clients
Centura

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

Contenu
Type de bloc

Titre gauche
Household name?


Texte gauche

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.

Image en-tête
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

“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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