Member Article

The Market Creative launches spring TV campaign for Sharps

The Market Creative has launched a spring campaign for Sharps to encourage people to kick the habit of buying freestanding wardrobes.

The “twice the storage space” spring campaign highlights the storage benefits of Sharps bespoke fitted wardrobes. Running until mid June, it comprises a suite of targeted press and social media adverts as well as two 30-second TV commercials.

Margaret Clunie, best known for her role in Victoria, showcases traditional wardrobe designs while Tanya Cumberland, who is currently filming the Wonder Woman sequel, stars in the more contemporary bedroom set.

In both TV ads, the character enters the bedroom and decides to improve their storage. They remove the overflowing freestanding wardrobe to uncover a Sharps fitted wardrobe that fills the contours of their room, maximising space.

Sue Benson, Managing Director at The Market Creative, a behavioural marketing company, explains: “We found that many people automatically buy freestanding wardrobes, despite fitted alternatives offering double the storage space.

“To help people frustrated with their storage space to break this habit we have leveraged the bias of anchoring in the form of a stuffed and disorganised freestanding wardrobe. This represents the reality most of us are faced with every day, and by anchoring this reference in the viewers’ mind we were able to more effectively frame and contrast the benefits of a fitted solution.”

Tim Moore, Marketing Director at Sharps said: “We anticipate 2019 to be a tough climate for retail, so we needed a campaign that would really connect with consumers to deliver profitable sales growth.

“Built on a really powerful customer insight, the new campaign beautifully demonstrates the incredible storage benefits of our wardrobes and am sure will have a positive effect on our home design appointments.”

This was posted in Bdaily's Members' News section by The Market Creative .