Core audience of ABC1 female across different touchpoints in their commute.
The UK sofa market is hugely competitive, fuelled by the rise of online-first retailers such as Made, Sofa.com and Loaf moving into traditional bricks & mortar showrooms.
Based on a fragmented purchase journey due to the rise in ‘showrooming’ (customers visiting a store to test products then making their purchase at home online) we wanted to mimic a national brand launch to build awareness in London and The South.
A campaign was launched in October 2018, which focused on female commuters, to ensure that they couldn’t use the tube without seeing the campaign. Surrounding them on their daily routine built trust and reassurance with the frequency of messaging. This was achieved via tactical Rail and Underground 48 sheets, solus FH strips in the London Evening Standard and heavyweight tube car panels.