12 June 2009
Digital-marketing agency Motionlab has been commissioned by upholstery company Plumbs to promote its reupholstery services.
Motionlab has already worked with Plumbs on a number of projects including the redesign and restructuring of the main Plumbs website, and the development of the CoverMyFurniture.com brand and website. Plumbs has commissioned Motionlab to help emphasise its reupholstering services rather than its curtains and loose furniture covers.
Motionlab says it will be taking a rounded approach to the campaign, including TV concepts and in-house production, designing a mini-site for the reupholstering service, as well as product photography and advertising.
The reupholstery service currently falls under the general Plumbs banner, but the company is keen to focus specifically on this area on its business. “Plumbs asked us to pitch with the aim of generating business growth within this area,” says Motionlab account manager Dan Hammond. “We pitched not only to develop a new brand for Plumbs’ reupholstery service but also to carry out a fully integrated campaign to go with it.”
Digital-marketing agency Code also pitched for the account but Hammond believes Motionlab secured the business because it understands the Plumbs’ brand: “We realise that the company’s ethos is about trust and sentimentality,” he says.
Motionlab will be looking to boost traffic to both the sites through press and TV campaigns that will focus on the older, 70-plus market. “People of that generation really care for their furniture, so we know, from having previously worked with Plumbs, that they are our target audience. They appreciate that it is a family-run company, with family-run values.”
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