This Video Ad Sequence Changes Depending On The Customer
A new series of Google-powered ads for the fashion retailer Centrepoint are tailored to viewer habits
Middle Eastern fashion retailer Centrepoint partnered with Google to deliver a new series of ads designed to show a different sequence based on the preferences of a customer. The commercials run from five to 30 seconds, depending on the viewer’s history and habits.
The longer ads focus on the attributes of specific clothing sold at Centrepoint, while shorter ones detail helpful features that its retail stores offer to customers. The main story of these sequenced commercials follows a female astronaut deciding what to wear when she goes to meet alien lifeforms, showcasing the helpful ways Centrepoint helps her shop online—even from outer space.
Another part of this campaign involves Centrepoint reaching out to customers to have them design an outfit for the astronaut character should wear. The winner of the competition have the chance to meet professional fashion designers, who will collaborate with them on their finished design.