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. Menu du projet Service(s) associé(s) Brand positioning Tagline Video ads Web banners Media strategy 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 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. 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. “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 Share this story Household name Designer's choice Content Pivotal Thinking Let's talk About About... A new project A job offer A partnership This and that About... groupe1 First name Last name groupe2 Email groupe3 Phone number How did you hear about us ? Select Event Facebook Google (Search) Google (Advertising) Infopresse Instagram The Attic Linkedin Reference (Employee) Reference (Customer) Twitter YouTube Vimeo Other Select Receive our newsletter Cookies ! Camden serves cookies to analyze traffic to this site. By continuing to use the service, you agree to our use of cookies as described in the Privacy Policy. Noted