ILVA’s brief was to create a copy based advertising campaign including TV, radio and press for their summer sale. We were concerned that this approach assumed a higher level of awareness of ILVA and its offering in the UK than actually existed. We looked at advertising to date and discussed its effectiveness with the client, including effects on footfall to their stores and brand awareness.
As a result of these conversations, we identified the two main objectives for the campaign - driving sales and raising brand awareness in the UK.
We needed to create an unique feel for ILVA with an ownable style (i.e. differentiate ILVA in a crowded market and not position as another DFS or M&S), and produce something that would create standout for a fully integrated campaign.
Frasers’ recommendation was based on a simple but strong core idea - beautifully designed and quality furniture at unbelievable prices.
We developed a unique warm photographic style of beautifully shot images that heroed the product. For the TV and radio we combined this imagery with specially composed music that felt magical and curious with a fresh voice-over and a modern and creative graphic to demonstrate price.
We also wanted to develop a personality for ILVA so gave the logo a playful nature with their new positioning strapline: ‘Stylish furniture. Unbelievable prices’.
The campaign included the production of x9 20” TV ads, x3 10” TV ads, x6 radio commercials, x4 master press ads, x35 press adapts & insertions, 12 x 48 sheets, 11 x 96 sheet posters and was all created in less than 5 weeks from approved script to delivery.
Creative Director: David Quirk
Director: Susie Robertson
Producer: Nigel Foster
Prod Co: The Plunge Pool
Photography: Denis Crossan
Post Production: Kandle Design/The Mill