Background

The brochure is one of the most important tools Moben has to persuade a woman to part with thousands of pounds for one of their kitchens. It can lie on the coffee table for months, regularly being flicked through and passed amongst friends.

Objective

It needs to inspire, inform, reassure, educate and engage – rather like the store experience.

Strategy

To develop the ‘Moben & You’ concept we took the lead from the work we created in the retail environment.
It depicts the interrelationship between the woman and Moben, a partnership to create a woman’s dream kitchen.

In 2010 we were further able to dramatise this by introducing Laurence Llewelyn-Bowen as the brand ambassador into the brochure. He reinforces the brand messages and inspires readers with trends and tips on design.

Creative Implementation

The 160 page brochure follows the journey a woman takes when buying a kitchen. Firstly we inspire her with gorgeous images of kitchens, then we encourage her to mix and match in the design hub, and then we tell her everything she needs to know about the service.
The brochure features articles, snippets, details and drama to give the reader pace and involvement throughout the piece.

All the photography from interior design direction to final art direction is handled by the team at The Market.

Impact

This approach was deemed so successful that the design was applied to the Sharps and Dolphin brands.

To complete the shopper journey we then developed all the collateral to support the sale and after sale process.