In April 2022 Centra launched ‘Choices’ – an all-island ad campaign designed to position Centra as a modern and progressive brand.
MCE was tasked with amplifying the ad campaign in Northern Ireland, creating resonance with a Gen Z audience, and making the brand relevant to them.
As Centra’s new ad campaign, Choices, aired on channels across the island of Ireland, supporting activity was required in Northern Ireland to amplify the message and get consumers talking positively about the brand.
Our goals were to:
• Position Centra as a progressive and modern brand among consumers
• Reach the untapped 18 – 25 year old market
• Communicate the brand’s core message of Choice in a way that resonates with consumers
• Increase reach and drive engagement on Centra’s owned channels, including their newly launched Tik Tok
Set against a backdrop of Cancel Culture and a step change in the demand for authentic and real content on social media, showing your real self as opposed to your best self, MCE arrived at a brave campaign idea – #ChoicesDefineUs.
MCE rolled out a social-first content series developed in partnership with influencers who espouse the four behaviour traits outlined in the Choices ad (Attitude, Positivity, Kindness and Respect)
We selected suitable influencers for each pillar to generate real, raw and emotive content which resonated with their followers and elevated the campaign.
This wasn’t like any other brand partnership. They weren’t asked to communicate brand messages or to promote any product. Their brief was simple – raw, authentic and totally true to them content to share how the choices they’ve made define them.
Each creator produced an engaging one-minute piece to camera which was shared on their own social channels as well as the brands.
For added creativity and innovation, we also looked to use Instagram’s most recently launched function – Live Rooms – which allows a host to have up to 3 others in a live broadcast.
To support the campaign, we helped Centra to create their £5k Choices Community bursary fund that over 150 community groups across NI applied to. Keady First Responders, The Hygiene Bank Moira, Hands that Talk Dungiven, St Matthew’s GAC Drumsurn and Craigavon Lakers Wheelchair Basketball were selected as the winners of the fund, using the money to help them continue their meaningful and life-changing work across Northern Ireland.
The #ChoicesDefineUs content reached just under one million people, with a reach of over ½ a million on the influencers’ own channels
The Live Rooms saw upwards of 300 listeners at any one time, with many more hundreds tuning in over the 30-minute duration of each Live room session, with a total reach of 7,000.
The campaign delivered an average engagement rate of 4.7% on Instagram.