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Using TV to Bring Wallpaper to Life & Keep Retailers Onside





Client

AS Creations


Media

TV Advertising


Objective

Create awareness of a new range of contemporary wallpaper


Sector

Homes & Gardens

 

Context


AS Creations is an international Contemporary Wallpapers group, based in Germany with offices in the UK. They distribute their wallpapers through 100s of retail outlets. They have two audiences: the end consumer buying the products, and the retailers, who want to understand how the products were being promoted.


Services and solutions


AS Creations' core product - wallpaper - is by nature highly visual. To create maximum desirability, the Client wanted to explore how television advertising could illustrate the quality and appeal of their latest product range. We selected good value television stations to bring to life the products - basically putting a good looking product in front of good looking TV shows. Channels included MTV, E!, Home, Real Lives, Food Network, Comedy Central and TLC.


Result


For a modest budget, the campaign delivered 4 million ad impacts during the key early summer buying months. The Client simultaneously ran a B2B email and account management campaign to alert its retailers of the TV campaign. The Client saw the campaign as key to meeting their sales growth but also in retaining and growing their network of retail stockists

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