Hardwood furniture retailer Oak Furnitureland is looking to reflect its expansion into a ‘whole home’ proposition with the launch of its new ‘Grow Your Home’ brand platform.
Devised in partnership with creative agency TMW Unlimited, ‘Grow Your Home’ forms part of a wider business development over the last year, in which Oak Furniture has expanded into new product categories such as sofa and upholstered bed collections.
Spearheaded by a 30-second spot, the creative will run across TV, video-on-demand, radio and YouTube, alongside in-store retail activations across all of the homeware brand’s stores from 2nd October.
“Oak Furnitureland is already synonymous with exclusively designed furniture collections that are built to last, but the goal of this campaign is to show customers the evolution that the business has been on over the last 12 months, developing new ranges of stylish and affordable furniture for every room in the home,” Oak Furnitureland’s chief customer officer Gill Mison said.
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“The Grow Your Home campaign perfectly demonstrates how we’re broadening our product collections and transforming the brand to increase its relevance within consumers’ minds.”
With media planning and buying handled by Carat UK, inaugural placements will be featured throughout ITV’s Rugby World Cup coverage and an ITVX takeover alongside contextual programming including Location, Location, Location, Grand Designs and Britain’s Superhomes on Channel 4.
TMW Unlimited chief creative officer Graeme Noble added: “We didn’t want the campaign to be limited to the conventions of the category, of just showing sofas in a showroom. We wanted to give the ‘land’ in the Oak Furnitureland name some real meaning.
“So, once we had the idea of the biggest oak tree in the world that’s full of real homes and people, we knew we were onto something interesting and unexpected. We believe our new brand platform ‘Grow Your Home’ encapsulates what Oak Furnitureland is all about, and it has so much room to, well, grow and grow.”
