Client: Duvet and Pillow Warehouse
Online bedding retailer Duvet and Pillow Warehouse has launched of a series of new campaign videos. The minute-long segments satirise the behind-the scenes-operations of an online retailer and feature such characters as “Marketing Mark”, “Forklift Gina” and “Morris the Cleaner” as well as DAPW CEO Charles Hunt in a starring role.
Created by Naresh Ramchandani of international design firm Pentagram and mastermind of IKEA’s “Chuck out Your Chintz” campaign, the shorts were shot on-site in Sunderland at DAPW’s logistics and distribution centre.
Eschewing the more traditional above-the-line marketing approach, DAPW have implemented the online strategy to increase the reach and level of conversation surrounding DAPW through the use of social platforms and channels.
The brand embraces a straightforward approach to selling, forgoing heavyweight marketing bluster and expensive shop fronts, and passing those savings directly to their customers. The tongue-in-cheek videos seek to echo that strategy and ambition.
Charles Hunt said: “Transforming from a day-to-day businessman to a star of the silver screen was a fair shock to the system! The process was great though. I hope our existing fans will enjoy them and spread the message to consumers who have yet to experience the value and quality proposition of DAPW.”
Naresh Ramchandani said: “DAPW refuses to engage in the marketing and imagery nonsense that allows its competitors to charge much more than DAPW does. It’s a strong stance and one we set out to dramatise by showing the monthly battles between Charles Hunt, the no-nonsense DAPW boss who’s proud of his offer and of his warehouse, and his young marketing manager Mark, desperate to market DAPW like the competition.”