Harveys - "Tail-lift"

Publicis Sapient London

Publicis Sapient London London, Royaume-Uni

3123

Titre	Tail-lift
Agence	Publicis Sapient London
Campagne	Keeping up with the Joneses - Harveys
Annonceur	Harveys
Marque	Harveys
Mise en ligne	Octobre 2003
Produit	Harveys Home furnishings
Secteur d'activité	Ameublement
Slogan	Keep up with the Joneses at Harveys
Synopsis	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
Philosophie	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.
Problème	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
Type de média	Télévision
Longueur	30 seconds
Marché	Royaume-Uni
Directeur de la création	Bruce Crouch
Directeur artistique	Cameron Short
Concepteur / rédacteur	Mike Oughton