Habitat has a strong design heritage built on the ‘Conran’ name. Their designers spend months progressing ideas to sketches, and personally sourcing materials from around the world, yet are never publicised. We believed this passion and commitment was the key to justifying Habitat’s premium positioning. By making the design journey as important as the product, consumers could have a unique window into a previously hidden world and Habitat could reclaim their design ‘crown’.Our strategy was to bring to life key iconic products and tell the story behind their creation and development. We called it ‘every product tells a story’.

- Sales increased by 105%- Footfall increased by 108%- Over 1.3M downloads- PR increased by 25%- Best High Street award 2007, Elle Decoration

We created short films interviewing the designers, and narrating the story behind the products.

We secured a 4Homes digital sponsorship to capitalise on the popularity of property shows, particularly the new series of Grand Designs (4Homes’s most influential show). Using this as our platform we streamed the designer interviews and stories within pre-rolls, mpus and full-length downloadable vodcasts. We also create specially edited versions to run in Habitat stores.Home-interest and design magazines are sources of consumer influence but are full of clutter. So to stand out we created a bespoke bound-in insert. It perfectly reflected our strategy by using original design sketches on tracing paper overlaid on top of adverts showing the finished product.Advertorials in home & design sections of newspaper supplements told long-hand stories and touched different audiences through each title.The media strategy led all communications including store windows, catalogue design and mini-catalogue inserts.

The target audience for Habitat is more than just a demographic (ABC1 25 – 45). They are ambitious, culturally aware individuals with premium tastes and high expectations. Their media usage reflects their professional, busy lifestyles. We knew we needed to target them in creative ways to reflect their expectations as well as the products.We targeted them online through tapping into the new series of Grand Designs with a URL flash up at the end of the show to make use of the audience that specifically is tuned into home design.We knew our target spent an average of 19 hours online per month so we created short film teasers that showcased in MPU’s.

Our target audience love supplements and spend time leisure time reading these so we created innovative tracing paper inserts in magazines to match their expectations.