case studies

AHF Winter Sale 2011 – March 2012

After a competitive pitch against a number of well-known London and International Marketing Agencies late in 2011, Outsmart were fortunate enough to win the account for the AHF Winter Sale activity. AHF are based mainly in the Anglia region and mid-England. It is the 6th biggest furniture retailer in the UK, and also the 3rd biggest importer of furniture in the country.

In partnership with Boutique Media, the Leeds-based Media Buying Agency, the activity incorporated event branding, media planning and buying, an extensive press campaign, instore point of sale in all 19 stores, radio production for over 50 ads, brochure design, print and distribution of over 1 million items, direct mail, email and online banner advertising, and even advertising on 200 bus sides across the UK.

Outsmart’s Managing Partner Andy Taylor comments ‘Putting such a wide ranging and extensive campaign together was a logistical challenge, but one we were equal to. Winning the pitch really was a watershed event for the business, and we look forward to making a real impact on AHF’s business through effective marketing strategies, memorable creative and cost-effective media buying in partnership with Boutique Media.’

AHF Easter 2012

 

 

 

 

 

Outsmart were delighted to be given the brief to develop and implement the AHF Easter campaign after the successful Winter Sale activity which was their first with the UK’s 6th largest independent furniture retailer.

The two week campaign included a mix of eye catching instore point of sale material, with the call to action ‘Take a look at us now’ across all 19 stores. Over 30 full page press ads and a 11 day regional radio advertising campaign using Steam’s memorable ‘Na Na Hey Hey Kiss Him Goodbye’ song to demonstrate that the brand has said ‘goodbye’ to delivery charges.

The media strategy of who and how to target was developed by Outsmart and Boutique Media Communications which was mapped out against AHF’s UK-wide estate of out of town retail parks and department store concessions.

Andy Taylor, Managing Partner of Outsmart, said: “Easter is a really important weekend for the retail industry, and a time when many people turn their attentions to home improvements.  Therefore, the campaign had to create real standout and the radio especially is really fun, upbeat and catchy which helped differentiate AHF from the competition.”

Listen to the radio ads on our Sound Cloud channel:

Visit the website at www.AHF.co.uk