Inspirational styling with the Housing Units Spring Sale


Challenge

Having recently developed a more contemporary brand for Housing Units (HU), the Manchester home department store, they wanted to ensure that this new premium feel translated throughout their Spring Sale.

Shaping shopper behaviour

Behavioural insight: Inspiring customers’ style, and making trends seem more realistic and achievable, will influence their purchasing decisions.

The imagery and tone of voice used to communicate the Spring Sale to customers needed to convey the wealth of products available at HU, reinstilling the fact that they have “the perfect everything for your home”. Featuring an array of props within each image ensured that each trend felt genuinely lived in making the photography overall look more realistic and achievable within customers’ own homes.

Cameo images and additional video content helped bring the Spring Sale trends to life, providing customers with detailed shots of the quality of HU’s products and the materials and textures used to achieve this.

Video content captured for each trend also provided the brand with a more modern way of showcasing the five new trends to their customers, whilst our behind the scenes video allowed customers to have a sneak peak at what goes in to a photography shoot. Dawn featured within video content too, talking through her favourite products and aspects of the Boutique Luxe trend as well as providing tips on how to achieve the look. Short, concise videos enabled HU, and Dawn, to share the content across their website and various social media channels.

We updated the Spring Sale identity, colour palette and layout to make a feature of the new photography and ensure expert advice was provided for how to achieve each trend. Comments from HU’s Interior Designers and Dawn Ward also featured throughout the Spring Sale brochure and on in store tent cards, helping direct customers towards specific products.

To support the main Spring Sale we applied the new design across HU’s digital content, direct mail pack which includes their 36 page brochure, in store and outdoor point-of-sale including swing tickets, tent cards and hanging banners, and also to their single and double page press ads.

The Spring campaign launched with a 5 day Preview Event and also included 30-second radio ads, airing on Smooth and Key 103, throughout March and April.

Driving success

The new Spring Sale identity will now provide a basis for forthcoming sale periods, whilst the portfolio of roomset and cameo images for each of the five trends will be adapted for use across a variety of channels.

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