Sofa-in-a-box brand SNUG launched its first out of home (OOH) campaign in March with the tag line ‘Sofas to fit big, little or awkward spaces’, created by krow Group. The campaign aims to show Londoners they don’t have to sacrifice on comfort or style, no matter the size of their entryway or shape of their home.
krow Group was tasked with driving awareness and consideration of the brand, whilst encouraging people to visit them online. Leveraging SNUG’s heritage of providing comfy, stylish sofas, that can accommodate any entryway or awkward hall and grow with any home, the OOH campaign targets those who live in London where space isn’t always in abundance due to the cost of urban living.
To learn more, we spoke to Emily Cliff, Business Director at krow group.
What was the brief?
The brief was to create SNUG’s first ever OOH campaign to drive awareness and consideration of the brand. The core focus was to remind consumers of SNUG's founding principles, which are around creating comfy and stylish sofas that are accessible to anyone and suitable for any home.
With SNUG sofas, customers don’t have to sacrifice on style or space so we needed to convey this to the target audience of urban Londoners, a group who are affluent and up to date on trends.
How did the initial pitch/brainstorming phase go?
We have previously worked with SNUG therefore, creating a fantastic foundation to our relationship. Because of our history and existing understanding of the brand, SNUG approached us to support them on this OOH brief.
We used our initial session to get deeper into the heartland of SNUG, and worked collaboratively with the brand to ensure the creative reflected what it truly stands for.
What was the process behind ideating the concept?
With SNUG’s target audience front of mind along with the brand’s key messages, we aimed for the headlines to convey the experience of living in the capital city. The majority of people who have lived in London have experienced not being able to fit their dream sofa into their living room because of tight hallways, small doors or tiny living rooms.
Too many times style has to be sacrificed for size or shape, but SNUG wanted to show this doesn’t have to be the case. We collaborated with the brand to identify the specific pain points consumers experience in order to sharpen the creative direction.
What was the production process like?
This was a copy-led campaign that was created using our internal design studios at krow. We also worked with SNUG's CGI partner, Blink, who created the CGI sofas which we then used in the creative.
As we had the internal tools to hand, our approach remained flexible and collaborative.
What was the biggest challenge during production? How did you overcome it?
We were keen to turn this campaign around quickly in line with the brief, so we made sure that we worked closely with SNUG to guarantee we met the deadline.
Having an established relationship with the brand really helped with speed as we already understood how best to work together immediately.
What kit/tools/software were used to create the project?
We used usual design tools, such as Photoshop and InDesign and we had amazing support from Blink, the CGI specialists.
What is one funny or notable thing that happened during production?
It wasn’t a traditional production format in terms of it being a shoot, as the campaign was design-led relying on copy to convey the message to consumers.
We decided to add an element of humour to the campaign through the headlines, so we had a lot of fun and a few laughs whilst whittling down the final three tag lines.
What’s the main message of this project and why does it matter?
The main message is that SNUG sofas fit in all spaces, and consumers don’t have to miss out on having their dream sofa due to lack of space. Using the tongue in cheek headlines, ‘If you’re fighting to get a sofa through your door?
We come in pieces’. ‘Cornered in a small flat? We’ve got a sofa for that’ and ‘The estate agent called your flat ‘cosy’. We call it Snug’ to show how SNUG can solve relatable issues.
How long did it take from inception to delivery?
Four whole weeks…so it was all hands-on deck!
What do you hope it achieves for the brand?
The goal is solidifying SNUG as a brand that puts its consumers first. The campaign conveys how SNUG truly understands the consumer and the battles they face to make their home stylish.
Credit list for the work?
Creative Agency: krow Group
Executive Creative Director – Darryl George
Creative Director – Jo Jephcott & Gemma Galvin
Planning Director – Phill Bott-Hanson
Business Director – Emily Cliff
Account Director – Victoria Sayer
Designer – Steven Tinkler
Artwork – Marina Papaspirou & Kevin Handley
CGI – Blink
Snug
Lauren Hannifan – Head of Brand
Karlyn Armstrong – Chief Marketing Officer
Nathan Lauder – Creative Director
Jaina Parmer – Senior Graphic Designer
