Harveys - "Tail-lift"

Publicis Sapient London

Publicis Sapient London London, Reino Unido

3125

Título	Tail-lift
Agencia	Publicis Sapient London
Campaña	Keeping up with the Joneses - Harveys
Anunciante	Harveys
Marca	Harveys
Posted	Octubre 2003
Producto	Harveys Home furnishings
Sector Empresarial	Mobiliario doméstico
Lema	Keep up with the Joneses at Harveys
Sinopsis	A couple who have bought a Harveys sofa ask the delivery man to go and inform the neighbours so that they can witness the delivery and feel jealous while the couple gloat
Filosofía	Owing to the design and style of furniture that Harveys produce, they are ideally placed to claim the territory of real home for real people. This translates into a creative idea that celebrates British one-upmanship and taps into the British sense of humour and attitude regarding competition. Keep up with the Joneses is the creative idea and the media strategy is designed to associate Harveys with the biggest British media properties e.g. Coronation St. and The Sun. In doing so, Harveys achieves greater visibility amongst its core target despite being massively outspent by major competitors.
Problema	Harveys operates in a market where location and product is paramount. Few manufacturers operate as brands that need to really connect with their target audience. The ad establishes Harveys as a furniture and furnishings brand that people want to boast about having bought into
Medio	Televisión
Duración	30 seconds
Mercado	Reino Unido
Director ejecutivo de creación	Bruce Crouch
Director artístico	Cameron Short
Responsable de conceptos / redactor	Mike Oughton