Tue, 15 Jun 2021 14:52:12 GMT
Swyft Home, the 2020 furniture design start-up, has launched its first ATL campaign created by their newly appointed creative shop 20something. Directed by Jara Moravec of KODE Media, the 30 second spot is a new take on sofa advertising, promoting Swyft Sofas – a new take on sofas themselves. The work positions Swyft sofas as the icon of the living room and all the activity (and mess) that comes with it, while celebrating them as the beautiful statement piece the audience have been dreaming of.
With an estimated addressable market of 4m UK households, the opportunity for Swyft to disrupt the market is huge. With ambitions to grow the brand by 10 x in 2021, the ambitions for the ATL strategy are equally high.
As Fran Docx, strategy director at 20something explains: “It’s always exciting to work on a brand like Swyft with a truly market-beating proposition. Their next-day delivery, modular, high-quality sofas are better than anything in the market, we had to find a way to do justice to the product through the work. Through research we discovered that sofas are one of the most emotional purchases in the home – for many, the sofa represents a life aspiration so all of Swyft’s rational benefits had to be reframed in terms of aesthetic and feel. This insight unlocked our focus for the campaign: ‘beautiful living’.”
The vibrant, kinetic film stands out from the competition, injecting energy into shots that are typically slow and uneventful with fast cuts, interesting angles, and the inclusion of a bespoke two-metre-high stool, built by the Swyft team for the production gives an even more dream-like feel to the imagined new lives a potential new sofa could bring.
Chief marketing officer, Geoff Bull says of the process: “We are very excited to be bringing our offering to a much wider audience with our ATL campaign and have had a lot of fun developing the ad with our creative partners 20something. It’s been a fantastic, collaborative creative process and we are delighted with the resulting ad.”
Elliott Starr, senior copywriter at 20something adds: “As a creative, you can't beat selling something you believe in, which your client believes in, too. Let's not forget - not every marketer believes in what they market. This only gets better when that's a genuinely good product. The real icing on the cake is when it disrupts an archaic industry full of pain points for customers. I'd certainly put hoisting shiny, new three-seaters through fourth-storey flat windows up there with some of life's slightly more strenuous moments... but Swyft have proven it doesn't have to be this way. Their beautiful furniture comes in pieces, in boxes. Boxes non-mutant humans can actually lift. They fit through your doors, up your stairs, and round your corners. And once in your living room, you can build them in five minutes, with no tools. I'm delighted to be a part of helping such a disruptive brand grow. Particularly, with such a disruptive piece of film."
The 30 second TVC goes live on the 14th June across a media plan developed by the newly launched Bicycle London.
Genres: Storytelling, People
Categories: Home, Soft Furnishings20something, Tue, 15 Jun 2021 14:52:12 GMT