Sharps launches new brand strategy with £1.4m advertising campaign

By Michael Feeley | Founder and chief exec

The Market Creative

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September 18, 2014 | 2 min read

Bedroom furniture specialist Sharps has unveiled a £1.4m cross-platform campaign, including an eight-week TV campaign (which began 17th September) with two 30-second ads airing on satellite and terrestrial channels between programmes such as Good Morning Britain and Grand Designs.

Sharps - Created with you TV ad from The Market Creative on Vimeo.

Developed by The Market Creative, the new brand proposition features a refreshed logo and the new strapline ‘created with you’, which reflects Sharps aim to collaborate with customers in the creation of their dream bedroom, will also run across press, online and in-store.

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The Market Creative also developed the creative execution for TV, with different filming techniques, including CGI, real footage and stop-motion animation, used to bring the concept to life.

Tim Moore, marketing director at Sharps said: “We’ve had a couple of very successful years out of the current brand campaign and TV ad, so this was more about evolution than revolution. The Market Creative is helping us take a step forward with an approach that shows how we provide inspiration and design expertise while including customers every step of the way.”

Sue Benson, managing director at The Market Creative said: “Shoppers have preconceived ideas of bespoke fitted wardrobes, so our campaign aims to grow the Sharps business by persuading them to re-evaluate what its products are all about. As well as retaining those already predisposed to the brand, we hope to attract new people who were previously considering free standing furniture, driving long-term growth.”

The ad was directed by Matt McDermott at The Gate Films Manchester. Post production and animation were undertaken by MainFrame Manchester and the finish by Edit 19.

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