Habitat reveals 'perfect match' theme

Habitat is launching a fresh round of advertising in an effort to boost its appeal in what has become an increasingly price-led market for home furnishings and interiors.

EHS Brann has produced the integrated initiative, under the theme of "perfect match" to boost uptake of Habitat's autumn and winter catalogue and, in turn, drive sales of the retailer's new collection.

The campaign, which embraces national press, direct marketing and phone-box cards, takes a tongue-in-cheek approach to the theme of matchmaking.

The above-the-line work features a series of ads on the "lonely hearts" pages of the Evening Standard, The Times and The Sunday Times.

Each execution, written by Rick Kiesewetter and art directed by Nigel Clifton, focuses on a specific product in Habitat's new range, listing its attributes in an effort to tempt people into stores for a closer look.

The press work is being complemented by calling cards left in phone boxes near key Habitat stores across London as well as a DM campaign.

This is being spearheaded by a four-page flyer offering consumers the chance to win a sofa while enabling the company to expand its database.

The mailing will be accompanied by a letter from a fictitious matchmaker who tells consumers that their perfect partner has been found.

Pamela Williams, EHS Brann's group account director on the business, said: "Our aim is to bring the new products to life in an engaging and light-hearted way."

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