WHEN YOUR BRAND CARRIES SUCH STRONG ASSOCIATIONS WITH CAMPAIGNS OF DAYS GONE BY, HOW DO YOU BRING IT UP TO DATE FOR TODAY’S GENERATION OF SAVVY HOME IMPROVERS?
For Graham & Brown’s new Superfresco EASY range – the innovative ‘paste the wall’ version of their long standing Superfresco brand – the answer lay in a suite of integrated communications drawing together TV and lifestyle magazine advertising, point of sale information films, a dedicated website and an iPhone app.
It was wallpaper alright. But never part of the wallpaper.
TV advertising – A combination of brand reinforcement and product demonstration delivered in a compelling, memorable way Home interest press – Product focused, style led advertising in leading titles
Digital – Dedicated Superfresco ecommerce site
Film – Point of sale film underlining ease of use and wide choice of wallpaper designs
Mobile – Purpose designed app offering design tips and ‘try before you buy’ overlays of wallpaper on photographs of users’ own homes