Agency: Live & Breathe
Retail ideas agency Live & Breathe has developed an integrated campaign to increase awareness of the new Habitat Gift Service.
The offering is positioned by the retailer as “a contemporary take on traditional gift lists.”
Customers celebrating a special occasion open a “pledge account” into which friends and relatives contribute anything from £10 upwards.
Habitat contributes an additional 10 per cent to the total amount pledged, and offers customers a free personal shopper for the day to help them choose products to suit their lifestyle. Habitat also gives a free £5 voucher to everyone who pledges to an account.
Live & Breathe has developed an integrated press and online campaign, showcasing the benefits of this service.
Although the agency inherited the “gift wrap” concept, based on the iconic work of Christo, the artist known for “wrapping” huge structures, it originated the approach used to visualize Habitat’s 10 per cent pledge account “top-up”.
Press ads will appear in ‘Brides’ magazine from September, with Live & Breathe’s online execution of each ad appearing in expandable sky, standard banner and MPU formats across the ‘You and Your Wedding’ website from July onwards.
3D flash animation brings the “something extra” visual concept to life and clicks through to the Habitat Gift Service website (habitat.net/hgs).
Habitat UK’s marketing and PR manager, Carla Bowden, said, “The work will play a vital role in bringing this new service to the attention of our target audience."