After securing the business in January, Y&R has released its first campaign for Flooring Xtra this week, offering New Zealanders ‘style by the square metre’.
“For many New Zealanders, flooring is last on the list of things to do,” says Y&R creative Kate Lill. “It’s often seen as a practical purchase, with its ability to transform a space overlooked.
“We wanted to position Flooring Xtra as the champion of style, by the square metre.
“The TVC asks Kiwis to look down and re-evaluate their flooring, whether it’s a tatty old carpet or garish ’70s lino, and redefine their style from the ground up.”
Flooring Xtra wanted a campaign that felt uniquely Kiwi, with many New Zealanders relating to living on some variation of Axminister or patterned lino at some stage.
Flooring Xtra marketing manager Skye Turner said: “We were ready for a new brand campaign, differentiating us from the familiar characters on TV that shout at you to buy rolls of carpet in warehouse sales – and we wanted something that would elevate us to a position that portrays flooring in an inspiring way.
“Within a few days of being live, the campaign has already resulted in the most customer enquiries Flooring Xtra has ever received in one day.”
“Flooring is one of the largest surface areas in a home, and often the most permanent so we wanted to change perceptions of how people view flooring and have it approached as a considered interior design choice.”
The campaign launched with TVCs, radio, print and digital; and within a few days of being live, has already resulted in the most customer enquiries Flooring Xtra has ever received in one day.
Y&R MD Jono Key said: “As New Zealand’s largest flooring retailer, Flooring Xtra has looked to take a new position in what is often a commoditised category.
“Skye and her team have a great vison for the brand and we were very lucky to work with the good folk at Flying Fish to help bring that to life.
“It’s very early days in the campaign but we’ve already seen record daily website traffic, so here’s to Kiwis getting rid of that old vinyl.”
CREDITS
Client: Flooring Xtra
Marketing Manager: Skye Turner
Marketing Executive: Siobhan Macleod
Designer: Olivia Knox
Agency: Y&R NZ
Managing Director:Jono Key
CCO: Josh Moore
ECD: Tom Paine & Tim Huse
Art Director: Kate Lill
Senior Producer: Sacha Moore
Client Service Director: James Johnston
Account Manager: Nicky Webster
National GM Media: Nicky Greville
National Trading Director: Cath Hamilton
Group Business Director – Media: Kelly Badland
Media Manager: Louise Watkin
Head of Motion Graphics: Amanda Sasano
Production: Flying Fish
Executive Producer: Samantha Attenborough
Director: Paolo Rotondo
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