Background
Spring is a key selling period for Sharps Bedrooms and includes the Easter bank holiday weekend. Building on the success of the Sharps ‘& YOU’ campaign produced for their January Sale, we wanted to ensure a strong sales promotion approach while maintaining appeal to a female target audience.
Objective
To launch the Sharps Spring Sale using TV, press and in-store media and drive design appointment bookings.
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
The new spring sale campaign includes TV and print advertising as well as fragranced point of sale material, which will fill stores with a floral aroma to engage with customers’ sense of smell adding to the overall impact. The in-store campaign will feature in all 111 Sharps Bedrooms showrooms throughout the UK.
The 20-second TV advert will run for three weeks over the spring/Easter period starting from 26 March. It features the voice of Caroline Quentin and highlights the space-saving storage features of Sharps Bedrooms fitted furniture. This is a continuation of the Sharps ‘& You’ campaign developed for the January sale period which focuses on the wants and needs of the female customer.
Results
The campaign launched on the 26th March, 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.
