Three generations of furniture expertise had made Hammonds the no. 1 fitted bedroom company in the UK. But now Hammonds wanted a fully integrated campaign that would reflect their genuine passion for design and creativity. So they turned to Brass, entrusting us with not just their marketing requirements but brand development, insight, and brand strategy too. Our recommendations broke the mould for a marketplace where brands and promotions seldom achieved stand out, and all against a timeframe of just 9 weeks.
One look at the fitted bedroom sector told us that there was a definite lack of differentiation between brands - not to mention personality! Add to that the fact that the bedroom is one of the most neglected living spaces in people's homes, and it became clear if Hammonds were to grow sales they would need to be a lot more visible - both in what they said and where they said it.
Our solution? Wake up your bedroom! This strong campaign line and bold graphic styling captured the Hammonds' offering instantly - blowing away the staid advertising of their competitors. 'Wake up your bedroom' became a rallying cry in every media channel including a new website, a 104 page brochure, a suite of national and local adverts, direct mail, POS and support for instore events in key showroom locations.
Working closely with Hammonds' central marketing team Brass helped ensure targets were met online, in stores and in the call centre, constantly adjusting the marketing mix to maximise effectiveness.
Launched but a few weeks ago, the effect of the campaign has yet to be seen, but every element is in place to ensure its success.