The Drum Awards for Marketing - Extended Entry Deadline

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By The Drum Team | Editorial

March 19, 2012 | 2 min read

Sharps Bedrooms is hoping to entice customers with a TV ad and by filling its stores with the 'aroma of spring'.

The new spring sale campaign, launched by The Market Creative, includes TV and print ads and 'fragranced point of sale material' carrying a floral aroma.

Sue Benson, Managing Director at The Market Creative says: “We were briefed to develop a campaign that communicates the sale period while increasing design appointment bookings. It’s important to engage with customers at as many different levels as possible, so as well as enabling people to read about the sale, we decided to let them smell it too. Printed air fresheners will fill stores with the aroma of spring, adding to the overall impact.”

“As many of the Sharps Bedroom stores are concessions within larger stores, we hope that by appealing to customers’ sense of smell we will attract additional footfall, and add to the theatre of the sale too.”

The 20-second TV ad, voiced by Caroline Quentin, will run for three weeks from 26 March and over the spring/Easter period across ITV channels, Channel 4, Five and digital channels on Sky among others.

The in-store campaign will feature in all 111 Sharps Bedrooms showrooms throughout the UK from this week.

Tim Moore, marketing manager at Sharps Bedrooms, said: "Although we regularly promote our seasonal sales with point of sale material, this is the first time we’ve used fragrance to add an additional dimension. We believe that by appealing to as many senses as possible, we can better engage with our customers.”