Direct > Product/Service
OLD BULL
OGILVY & MATHER , Singapore / CHIVAS BROTHERS / 2002
Awards:
Overview
Credits
Overview
BriefExplanation
Habitat is 60s icon, a store that has touched the nation with products that have added charm to the lounge, colour to the bedroom and style to the kitchen. The explosion of home idea stores has put Habitat under increasing pressure as shoppers are being squeezed from all corners for a share of their home. Make customers fall in love with Habitat’s new product range and to go in store to collect a catalogue
CampaignDescription
Habitat is 60s icon, a store that has touched the nation with products that have added charm to the lounge, colour to the bedroom and style to the kitchen. The explosion of home idea stores has put Habitat under increasing pressure as shoppers are being squeezed from all corners for a share of their home. Make customers fall in love with Habitat’s new product range and to go in store to collect a catalogue We love our homes - we love them even more when we can dress them with an object of desire. We wanted to encourage home lovers to find their perfect match. Most stores sell the product; we established an emotional bond by creating product personalities. Products that talk and vie for your attention, that want to be loved. The was playful, informative, teasing, tempting and highly flirtatious. Tabitha the matchmaker, introduced ‘Clarke’ (sofa) asking ‘Will you be taking me home?’ ‘Home Love’ seminars were set up in-store to help shoppers. It was a way of finding love again
Effectiveness
Despite a hugely competitive market and a limited budget, it was a campaign that was not only talked about but got people in-store. We achieved a 17% response rate from personalised mail to customers. With over 7,500 flocking to the store to find their perfect match. A couple met and found love in the Milton Keynes store.The stores were packed, the love seminars full. Shoppers were not just visiting but spending with an 8% increase on sales year on year, 4 weeks post campaign. Shoppers had found their ‘perfect match’.
Idea
We love our homes - we love them even more when we can dress them with an object of desire. We wanted to encourage home lovers to find their perfect match. Most stores sell the product; we established an emotional bond by creating product personalities. Products that talk and vie for your attention, that want to be loved. The was playful, informative, teasing, tempting and highly flirtatious. Tabitha the matchmaker, introduced ‘Clarke’ (sofa) asking ‘Will you be taking me home?’ ‘Home Love’ seminars were set up in-store to help shoppers. It was a way of finding love again
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