The Brief
SNUG wanted to create a loud, vibrant campaign to launch their brand-new range of beautifully subtle colours to the market. They needed a campaign that stood out, while capturing the bold, cheeky and one-of-a-kind essence of SNUG, to generate awareness and ultimately sales.
The Insight
While they may want a ‘loud, vibrant, exciting campaign’ these sofas are not exactly that. We wanted to shout about the new colours to our urban millennial audience, an audience that had been struck by ‘millennial grey fever’ – an affliction that means they love their grey walls and minimalist mindset.
The Idea
We wanted to highlight the feeling those ‘millennial grey’ people will feel when they buy a new SNUG Moss, Sage or Spice sofa – that they could come our of their shell. A little bit ‘mild gone wild’!
Results
Moss and Spice sold out in the first run and we achieved a 1:6 ROI across the campaign.
On the back of this success, SNUG asked us to complete local OOH advertising in London, which cheekily highlighted the struggles of living in a London flat, and played into the USP of the brand – that they can deliver a sofa to any home, especially small flats.
After this work we were appointed AOR for SNUG and created a localised OOH campaign in London.
