A campaign designed to stimulate all the senses and attract customers to Sharps Bedrooms has been launched by The Market Creative.

The new spring sale campaign includes TV and print advertising as well as fragranced point of sale material, which will fill stores with a floral aroma to engage with customers’ sense of smell. The in-store campaign will feature in all 111 Sharps Bedrooms showrooms throughout the UK from this week.

Sue Benson, Managing Director at The Market Creative says: “We were briefed to develop a campaign that communicates the sale period while increasing design appointment bookings. It’s important to engage with customers at as many different levels as possible, so as well as enabling people to read about the sale, we decided to let them smell it too. Printed air fresheners will fill stores with the aroma of spring, adding to the overall impact.”

The 20-second TV advert will run for three weeks from 26 March and over the spring/Easter period across ITV channels, Channel 4, Five and digital channels on Sky amongst others. It features the voice of Caroline Quentin and highlights the space-saving storage features of Sharps Bedrooms fitted furniture. This is a continuation of the Sharps ‘& You’ campaign developed for the January sale period by The Market Creative, which focuses on the wants and needs of the female customer.

“As many of the Sharps Bedroom stores are concessions within larger stores, we hope that by appealing to customers’ sense of smell we will attract additional footfall, and add to the theatre of the sale too.”

Tim Moore, Marketing Manager at Sharps Bedrooms adds: “Although we regularly promote our seasonal sales with point of sale material, this is the first time we’ve used fragrance to add an additional dimension. We believe that by appealing to as many senses as possible, we can better engage with our customers.”