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Gordon Young
Editor-in-chief at The Drum

Sharps launches biggest ever January sale campaign with The Market Creative

Fitted bedroom furniture and home office specialist Sharps has made its biggest marketing investment yet with a £2m multichannel campaign designed by The Market Creative to drive appointments and sales.

The campaign sees the ‘created with you’ brand proposition, which launched last year, rolled-out across all channels and with a greater focus on home interest trends. The Market Creative has developed two new 30-second TV ads, which launch on Christmas Eve in prime spots on ITV, Channel 4, C5 and satellite, focused on Sharps’ two new fitted wardrobe ranges, Henley Stone and Manhattan Walnut.

The Market Creative has also created three branded content videos to be shared across Sharps’ social channels and feature on a new Inspiration Hub. The focus on home trends also runs across print, digital and social media advertising as well as in-store including spots in national and regional newspapers and consumer media.

Tim Moore, marketing director at Sharps, said: “Last year’s January sale campaign delivered double digit sales growth with the same media spend and our biggest daily design appointment figures ever achieved, so this year the approach had to be about evolution not revolution. The Market Creative is helping us to bring the brand proposition to life and run it across more areas.”

Sue Benson, managing director at The Market Creative, said: “‘Created with you’ has been hugely successful in communicating Sharps’ brand values and its partnership with customers to create their dream bedroom. The emphasis for January and 2016 is on strengthening this proposition. Aligning the campaign with contemporary home trends has injected a higher level of personality and interaction to the campaign.”

Based in Trafford Park in Manchester, The Market Creative works with brands including Grafton Merchanting GB, Holt Lloyd International and Silentnight.

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