News

Carpet Court rebrands with in-house campaign

Carpet Court has launched its new branding alongside its largest-ever campaign to date, ‘Dream it. Style it. Live it’.

The rebrand and campaign was devised by Carpet Court’s board and executive team, and executed by Retail Oasis and film and TV director from Photoplay Husein Alicajic.

The creative was devised following insights that consumers find inspiration for home decorating by using a mood board of different styles and products.

Carpet Court chief marketing officer, Kara Norris, said the brand wanted to inspire consumers.

“Our brand purpose is to inspire customers beyond expectation, but we know that consumers today are more sophisticated than ever before, so we needed to prove that we’re on top of the trends.

“The rebrand and new campaign aims to connect with our customers at the ‘dream it’ phase, the very start of their renovation journey, and show them that Carpet Court can help put their dreams together.”

Husein Alicajic, who directed the TVC said: “We needed to appeal to anyone who is thinking about doing a home makeover and how Carpet Court makes it really easy.

“It was really important for us to capture that sense of emotion and thrill of possibility that everyone has when they’re about to embark on a renovation. We came up with the idea of transitioning from one room to that same room, but it’s dressed in a completely different way.

“Consumers try on looks and feels to see what’s right for them. The creative transitions between the different rooms was really the centrepiece of this approach which connects to the experience of the consumer in terms of swiping, and also the ease with which they could try on different looks.”

The campaign will consist of six trend-focused TVCs, and awareness will be driven by a broadcast strategy, digital and print, as planned by Nunn Media. Social strategy will be covered by Communicado.

Credits:

  • Branding – Retail Oasis
  • TV/Film Director from Photoplay – Husein Alicajic
  • Art Director – Thérèse Leuver
  • Media Agency – Nunn Media
  • PR & Social – Communicado.
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