The challenge
Bathstore had ambitious growth plans but lacked consumer awareness of what the Bathstore brand stood for. The communications historically were price driven with little emphasis on the consumer experience.
The insight
We undertook a thorough consumer research program, constructing a purchasing model which led to a three-phase strategy (1) Inspiration (2) Contemplation (3) Implementation. The strategy focused on the brand enabling everyone to have their ideal bathroom.
The creative solution
We produced a consistent, strong and memorable campaign working across a multi-channel retail environment (TV, Press, Outdoor, POS, Brochure & Exhibition). The campaign focused on style and value.
The results
In 2008 spontaneous awareness and sales were significantly, ahead of target. Econometric modelling also quantified a significant marketing ROI increase. To find out more please call Keira Lloyd on 01892 703176.