Celebrating the People of Housing Units.


Since we started working with Housing Units (HU) a year ago, we always planned to evolve their new brand positioning campaign to celebrate the wonderful people who make the store experience so unique for HU’s customers.

Shaping Buyer Behaviour

Behavioural insight: Customers take mental shortcuts towards brands that provide them with authoritative help and advice because it facilitates choice.

‘The People of Housing Units’ brings to life the expertise, knowledge and services on offer at the store. By inviting customers to get to know the people at the heart of Housing Units, their role is elevated throughout the store.

Visually, the campaign has store staff wearing large, over-sized name badges that display their area of expertise as if it were their middle name. This allows the vast number and range of departments on offer at Housing Units to be communicated. They include Teresa from Occasional Furniture – who is positioned as Teresa “believes the right dining chair is the most important dinner party guest” Martin.

The integrated campaign is running across social media advertising, in-store materials, within the new sales brochure and store signage as well as video content that explains the different departments and why people should visit.  The campaign will be rolled out wider with more advertising and online activity planned for 2019.

Driving Success

Housing Units new brand campaign launched just before Christmas 2017. The results for which are here.

The additional inclusion of the HU people is ongoing in its implementation.

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