Home Centre / Saudi Arabia, UAE / 2025Digital & Tech · Promo · Retail & Shopper
The Dark Circle Sale.
The bigger the dark circles under your eyes, the bigger your discount. Home Centre used AI face scans to reward tired shoppers on its Sleep Collection.
- Brand
- Home Centre
- Agency
- Leo
- Market
- Saudi Arabia, UAE
- Region
- GCC
- Year
- 2025
The challenge
Furniture promotions in the region all looked the same, and the entry says seven in ten people in the UAE and Saudi Arabia struggled with sleep deprivation.
The idea
Leo built a web and mobile scanner, with no login, that measured under-eye darkness and turned it into a personal discount, extended into stores through screens and QR codes and backed by a film, social and influencers.
Results
- 740,000+ visits and 312,000+ face scans in two months, according to the Dubai Lynx entry
- Sleep Collection sales value up 177%, and $1.4 million in earned media from $100,000 of media, by the entry's figures
Case study source: Dubai Lynx (Love The Work) Source ↗
Awards
- Dubai Lynx 2026Media – Travel, Leisure, Retail, Restaurants & Fast Food ChainsSilver
- Dubai Lynx 2026 Silver (Media – Travel, Leisure, Retail, Restaurants & Fast Food Chains)
Credits
- Creative agency, PR and media placement
- Leo Lebanon
- Production
- Digitas
- Production
- Publicis Middle East
- Post-production
- Optix
- Post-production
- Company 3
- PR
- MKV Digital
- Additional company
- Studio Akt Creative
- Head of Marketing and Brand, Home Centre
- Siddarth Sivaprakash
- Chief Executive Officer, Publicis Groupe
- Bassel Kakish
- Chief Strategy Officer, Publicis Groupe; Film Director, Publicis Groupe; Story, Publicis Groupe; A.I. Artist and A.I. Creator, Publicis Groupe; Editor, Publicis Groupe; Music Direction, Publicis Groupe
- Tahaab Rais
- Chief Creative Officer, LEO Beirut
- Malek Ghorayeb
- Chief Executive Officer, Prodigious Middle East
- Sami Saleh
- Business Lead, LEO Dubai
- Vicky Kriplani
- Senior Marketing Manager, Home Centre
- Vivek Narayanan
- Head of Optix and Executive Producer, Optix Middle East
- Nayla Chacra
- Senior Online and VFX artist, Optix
- Eddy Farah
- Online artist (freelance)
- Daniella Sfeir
- Online artist (freelance)
- Jihad Boustany
- Head of Post Production, Optix
- Issam Saadane
- A.I. Support, Optix
- Omar Kamel
- A.I. Support, Publicis Groupe; Art Director, Publicis Groupe; Designer, Publicis Groupe
- Nuzeen Aziz
- Creative Director, LEO Beirut
- Jad Karout
- Creative Director, LEO Beirut
- Ziad Azar
- Creative Director, Digitas
- Rodrigo Rocha
- Creative Director, Digitas
- Caio Gandolfi
- Account Manager, LEO Dubai
- Aya Baltaji
- Head of Strategy, LEO Dubai
- Aakriti Goel
- Associate Strategy Director, LEO Dubai
- Anna Sadykova
- Head of AV Production, Publicis Communications UAE
- Shereen Mostafa
- Associate Production Director, Publicis Communications
- Ahmed El Ruby
- Senior Colorist, Company 3
- Steffan Perry
- Senior Producer, Company 3
- Edwin Guy Elkington
- Director - Corporate Communications, Publicis Groupe
- Angela Bak
- Manager - Corporate Communications, Publicis Groupe
- Chhaon Bahl
- Co-Founder and Managing Partner, Akt Creative
- Francisco Pinto Coelho
- Lead Developer, Akt Creative
- João Solano
- Case Editor & Motion Artist (freelance)
- Wasif Afaq
- Managing Director, MKV Digital
- Asiya Ali
