Oak Furnitureland launches ‘Grow Your Home’ campaign
Furniture retailer Oak Furnitureland has unveiled a new brand platform and campaign to highlight its expansion across new products and categories that serve the whole home.
The fully integrated ‘Grow Your Home’ campaign will run across TV, VOD, radio and YouTube, and will also be reflected at point of sale and in employee initiatives and a new tone of voice.
Developed with creative agency TMW Unlimited, the initiative marks the latest step in Oak Furnitureland’s journey to develop its ‘whole home’ offering and is part of a wider business transformation which has included expanded sofa collections and the recent launch of an upholstered bed category.
The focal point of the platform is the “biggest oak tree in the world”, brought to life and showing a range of family homes, as the retailer looks to demonstrate its relevance and appeal to a broader range of customers.
Initial placements will include a run on ITV during the Rugby World Cup, a takeover of ITVX, and key contextual programming, including Location, Location, Location, Grand Designs and Britain’s Superhomes on Channel 4.
Gill Mison, chief customer officer, Oak Furnitureland, said: “Oak Furnitureland is already synonymous with exclusively designed furniture collections that are built to last, but the goal of this campaign is to show customers the evolution that the business has been on over the last 12 months, developing new ranges of stylish and affordable furniture for every room in the home. The Grow Your Home campaign perfectly demonstrates how we’re broadening our product collections and transforming the brand to increase its relevance within consumers’ minds.”
Graeme Noble, chief creative officer, TMW Unlimited added: “We didn’t want the campaign to be limited to the conventions of the category, of just showing sofas in a showroom. We wanted to give the ‘land’ in the Oak Furnitureland name some real meaning. So, once we had the idea of the biggest oak tree in the world that’s full of real homes and people, we knew we were onto something interesting and unexpected. We believe our new brand platform ‘Grow Your Home’ encapsulates what Oak Furnitureland is all about, and it has so much room to, well, grow and grow.”
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