The Market Creative has developed a new TV campaign for bespoke fitted bedroom specialist Sharps, capturing the emotional benefits of feeling organised.
The “Wake-up Beautifully Organised” 30-second ad launched last Tuesday on Channel 4’s Great British Bake Off slot.
The new campaign tells the story of a couple waking up to share a knowing glance, before racing each other to get ready. Beautifully organised, they make light work of it, getting ready in a fast time to an up-tempo music track, Take the World (Let’s Go) by The Phantoms.
There are two edits of the campaign. One heroes a couple in their mid 30s in a slick minimalist urban-styled bedroom featuring the Pure range in white gloss, while the other edit shows an older couple in a modern heritage-style bedroom that showcases the Henley range in a stone finish.
The existing Sharps “Transformation” TV campaign created by The Market Creative in 2015 will continue to air, telling the more practical and rational story of clever storage solutions and space-maximisation gained with Sharps fitted wardrobes.
Tim Moore, marketing director at Sharps, says: “After two years of a very successful TV campaign, there was a need to step back and take a wider view of the market, competitor activity and the opportunities for differentiation. The Market Creative has come up with a very different approach to anything we’ve done before. It’s been tested and well received and we’re really excited to get it on air.”
Sue Benson, MD at The Market Creative, says: “Our existing concept clearly communicates the bespoke nature and variety of Sharps wardrobes, so we were looking for a complementary ad that would connect more emotively with customers to complete the story.
“Research told us that people are happier and less stressed when they feel super organised, so we’ve tried to capture this spirit in the “Wake-up” campaign. It delivers energy, personality, modernity and a peek into how much better life could be with Sharps. The art direction is uber stylish, adding a powerful aspirational angle. We’ll now be looking at how we can develop the idea into a richer content strategy for other channels.”
