Background

This is the first major campaign since Sharps Bedrooms shed the shackles of the Homeform Group and the most important one of their whole year. Enabling Sharps to amplify the new single brand focus whilst remaining true to the incredibly positive consumer associations they already hold.

Objective

To launch the Sharps January Sale and begin the shift toward a more female centric focus.

Insight

Women want to create beautiful bedrooms, but as they move through life they naturally accumulate more stuff, all of which needs space to store it.

Strategy

The brand position “& YOU”, which expresses the unique interrelationship between Sharps and its female customers is still at the heart of this campaign. This is delivered in tandem with the strategic development process that’s taken place over the past six months which has focused the brand around Service, Storage, Space & Style – a platform that is now used across the entire Sharps business.

Campaign

Women have been placed firmly at the heart of the new campaign, the biggest shift has been the introduction of Caroline Quentin as the voice of the TV commercial, her delivery of the ’48 pairs of shoes… and counting line’ is rooted in a deep understanding of women’s love of shoes and therefore utterly believable.

The multi-channel campaign creates the perfect balance of brand messaging with direct response drivers. DM, mono and colour press highlight the consumer insights that make each Sharps bedroom absolutely the right choice whatever storage needs consumer are looking for. And digital advertising has highlighted key brand messages against the media space booked.

Results

The campaign launches on the 23rd December, with some pre-launch advertising. We’ve got a great track record to date, delivering against high targets, so watch this space for more results.