Sofa retailer to push 'test drive' app

Harveys, the furniture retailer, is focusing its marketing activity around a mobile app that lets users "test drive" sofas in their own homes.

Harveys: releases 'test drive' app
Harveys: releases 'test drive' app

Users can browse the Harveys range from within the app and superimpose the products on their phone's photo-capture screen to view the product in any given space.

The image can be flipped, depending on perspective, and users can try out different colour schemes.

The idea for the app was conceived by MediaVest and built by Mobile 5.

Its launch marks a shift in strategy for Harveys, which has traditionally focused on price-and sales-led marketing.

The app will be integrated into its 'Coronation Street' idents, which will feature comedienne characters Katie and Anna. The creative must not be a direct call to action, to avoid contravening rules set by industry regulator Ofcom.

The launch will also be promoted by press activity, which will encourage readers to buy and download the app from the Apple app store and Android marketplace to test drive an advertised product.

Initial downloads will be driven by a "cost-per-download" campaign handled by mobile ad networks Greystripe and StrikeAd.

Follow Matthew Chapman at @mattchapmanUK

Subscribe to Campaign from just £57 per quarter

Includes weekly and quarterly print issues, plus unrestricted online access.

SUBSCRIBE

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now

MOST READ

BBH deputy ECD Caroline Pay exits
Share

1 BBH deputy ECD Caroline Pay exits

Bartle Bogle Hegarty has parted company with its deputy executive creative director Caroline Pay and has promoted Ian Heartfield, creative managing partner, and Anthony Austin, chief executive of Black Sheep Studios, to take over as joint deputy ECDs.

Just published