Rare completed the production required to deliver the fully integrated campaign, taking full advantage of the unique idea and rich data at our disposal. This included defining the objectives and roles of different communication (i.e. brand building, consumer engagement, retail activation etc).
We segmented messaging by audience and mapped against our known customer journey, from discovery and awareness to evaluation and purchase. The communication plan led seamlessly into a detailed and multi-layered channel strategy.
Once the investment and channel plan were set we worked with the media industry, sharing the research and even the creative to uncover new and exciting integration opportunities. The outcome was media integration that perfectly suited the campaign. We also generated unbelievable parochial commitment across the Perth industry to support and provide a platform for Bedshed to aggressively launch and help sustain the Bedroom Report nationally.
For the first time Bedshed committed to run a long-term brand building approach over and above the ongoing promotional and retail platforms. Something unique for the bedding industry.