Search News


 

Sharps Bedrooms launches £1.2m winter campaign with The Market Creative


Sharps Bedrooms launches £1.2m winter campaign with The Market Creative

Posted by: The Market Creative | Date added: Tue 01 Jan 2013

Following a record autumn campaign, Sharps Bedrooms is launching a £1.2m winter drive conceived by The Market Creative.

Following a record autumn campaign, Sharps Bedrooms is launching a £1.2m winter drive conceived by The Market Creative.

Sharps Bedrooms trialled its first emotive TV ad in September, resulting in more appointments and marking it as the company’s most successful autumn campaign since the start of the recession. This has driven a 30% increase in TV spend to £800k - Sharps biggest ever media investment in recent years - to support the half price sale launching on 24 December 2012.

The autumn TV ad has been given a winter makeover with Nordic trends and information about Sharps Bedrooms largest sales period of the year. The 30-second ad and 10-second teaser will run on ITV, Channel 5, Channel 4 and SKY from Christmas Eve until 27 January 2013. Video on Demand is being trialled with 40 second slots on Sky Go and 4oD. Internet spend has also bee increased in anticipation of high web use throughout the festive period.

Video was also trialled by Sharps Bedrooms for the first time in autumn. The five product videos received more than 13,000 views over a three month period. As a result, six brand videos have been developed by The Market Creative reflecting the values of style, space, storage and service. They have been designed to enhance the ad campaign and connect users to the brand.

The winter campaign also features new in-store materials, press advertising and a new brochure. QR Codes run throughout to help build engagement on and offline. A Nordic theme has been applied to all media to help position the company as a fashion-forward bedroom brand.

Sue Benson, managing director at The Market Creative said: “Sharps enjoyed huge success with our autumn campaign and now tried and tested formats are being rolled out on a much grander scale. The evolution of the autumn communications strategy sees enhanced digital integration, reinforcement of brand values and layered messaging in a multi-channel approach. It marks their biggest media spend to date at what is a crucial time in their sales calendar.”

Tim Moore, Marketing Director at Sharps Bedrooms added: “The autumn campaign saw us take a completely new approach to marketing. For the first time we introduced video, took a storytelling approach to TV and trialled QR Codes, and we are delighted with the results. It was a fairly easy decision to create an even bigger impact for winter, which is a key sales period for us. We hope to see a jump in appointments and deeper engagement with consumers.”
 

See more from The Market Creative


The Market Creative

http://www.themarketcreative.com

2nd floor, Cooper House, 380a Third Avenue, Manchester, Greater Manchester, M17 1JE
Telephone 0161 872 7813

Other articles by The Market Creative:


The Market Creative Celebrates the People of Housing Units

The Market Creative Celebrates the People of Housing Units

The Market Creative is celebrating the people behind Housing Units with the launch of a new marketing campaign.

Date added: Fri 23 Nov 2018


The Market Creative unveils Housing Units rebrand

The Market Creative unveils Housing Units rebrand

The Market Creative has developed a new brand identity for Manchester home furnishing store, Housing Units.

Date added: Wed 03 Jan 2018


The Market Creative launches emotive TV campaign for Sharps

The Market Creative launches emotive TV campaign for Sharps

The Market Creative has developed a new TV campaign for Sharps bespoke fitted wardrobes, capturing the emotional benefits of feeling beautifully organised.

Date added: Wed 04 Oct 2017


The Market strengthens team with two new appointments

The Market strengthens team with two new appointments

The Market has expanded its account handling team with two new appointments following several business wins.

Date added: Tue 04 Dec 2012


The Market Creative helps demystify bedding for shoppers at The Fine Bedding Company

The Market Creative helps demystify bedding for shoppers at The Fine Bedding Company

Manchester’s The Market Creative has developed a suite of educational in-store materials for The Fine Bedding Company following new research that shows consumers are “confused and overwhelmed” when shopping for new bedding.

Date added: Mon 12 Nov 2012