Women have been firmly placed at the heart of the new Sharps Bedrooms campaign from the team at The Behaviours Agency. From shoe fetishes to beauty secrets, women’s bedroom storage desires have been unleashed.

The brand position “& YOU”, which expresses the unique interrelationship between Sharps and its female customers is at the heart of this multichannel campaign that covers TV, press, digital and instore. It breaks on ITV and Channel 4 on 24th December 2011 and will run throughout the critical Christmas period into January.

Sue Benson, Managing Director at The Behaviours Agency commented: “This campaign has been a joy to work on. We’ve really been able to indulge our feminine side and develop retail work that has all the emotional and intuitive cues that women respond to, even in the dark world of mono national press. 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 team at The Behaviours Agency has yet again demonstrated an absolute understanding of the Sharps business and of course of the female shopper” said Tim Moore, Marketing Director at Sharps Bedrooms, “Crucially they have led the strategic development process that has focused the brand around Service, Storage, Space & Style – a platform that is now used across our entire business. In this campaign they have created the perfect balance of brand messaging with direct response drivers that will be needed to be successful during what’s predicted to be a tough Christmas for all retailers.”

The campaign will also feature the new Sharps brand identity, which was also developed by The Behaviours Agency and has already been unveiled in its retail channel. The evolutionary approach to the identity was developed to give the brand a softer more feminine feel whilst retaining much of its equity.

This is the first major campaign since Sharps Bedrooms broke away from Homeform Group, and this new single brand focus has really facilitated the shift towards more female centric activity.

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For further comments please contact Clare Schofield at clares@uniquecc.co.uk or 07792 429227