Marketing Challenge

Create a 30s TVC with the sole aim of driving new home design appointments for Sharps fitted wardrobes.

Behavioural Insight

When entering the market for wardrobes, shoppers are usually comparing the style, size and formats of freestanding wardrobes with each other. But the space that freestanding wardrobes offer is significantly less than a Sharps fitted wardrobe. This presents an opportunity to shift the comparison for shoppers by showing the lack of space that comes with freestanding wardrobes and then revealing the amount of space there is with Sharps fitted wardrobes.

Transformation

Our strategy for this integrated campaign was simple.

Anchor the audience with the sight of freestanding wardrobes, showing a space they fit into. Then, demonstrate the difference that Sharps makes in the same space, by showing how its fitted furniture delivers twice as much storage space (the key motivation for wanting fitted wardrobes) as ordinary freestanding wardrobes.

The effect was mind boggling growth in audience appointments – a clear sign of a motivated audience – in tricky market conditions.

Outcome

The Sharps brand and impact of the advertising was cited as a contributing factor in the multiplier that was achieved when Sharps was sold to Venture Capitalists, VC Epiris, in 2021.

VC Epiris is a listed company, and so specific sales data relating to the success the TV campaign is confidential.