In the UAE, where shopping is a cultural phenomenon, the challenge isn't finding what you love; it's finding space for it.

Home Center briefed us to promote their modular furniture and storage collection, which optimizes space utilization.

Our objective was to embed Home Center into every UAE shopper’s consciousness, ensuring that with every purchase decision, there’s a thought of where to accommodate it, with Home Center providing the solution.

The creative spark for "Space for That" was the insight that every ad, while promoting a product, also indirectly promotes the problem of space.

We leveraged this insight by creating a campaign that followed other ads, offering Home Center's modular furniture as the solution. It was a simple yet profound pivot: don't just sell furniture; sell the idea of space creation.

The creative idea behind "Space for That" was to hijack existing radio advertisements and convert any product or service ad into a moment to consider Home Center's offerings.

By immediately following up on ads for other products, we turned the listener's attention to the practicality of space management, offering Home Center’s modular solutions as an ingenious answer.

This approach turned the airwaves into a continuous loop of problem and solution, positioning Home Center as the ultimate answer to the consumer's newly advertised desires.

We targeted the broad demographic of urban dwellers in the UAE, from young professionals in compact studios to families in bustling townhouses.

The strategy was to create a mental link between the act of purchasing and the logistics of space management.

By ensuring Home Center's message was the next thing listeners heard following any ad, we embedded the brand into the narrative of consumerism itself, reminding audiences that for every new acquisition, big or small, Home Center could make "space for that."

"Space For That" was a radio campaign that ingeniously followed ads for other products and services, suggesting that whatever listeners planned to buy, Home Center could help make room for it.

We listened to and analyzed all the radio spots that were on air. We created a creative response that was as close as possible to the original ads, and we placed our radio according to the category indications of the radio stations.

By directly addressing the advertised offer that came right before our placement, the campaign made an immediate and relevant connection, emphasizing that, with Home Center you will always find a “space for that”.

Following the campaign's launch, Home Center's website experienced a surge in traffic, with a remarkable 27% increase in visits, indicating a heightened interest in our modular solutions. More significantly, this spike in engagement was mirrored in our sales performance, with a solid 13% uplift in sales figures.