Product category:
Integrated marketing
News Release from: Live and Breathe
Edited by the Marketingservicestalk Editorial
Team on 06 July 2007
Live and Breathe wraps up for Habitat
Retail ideas agency Live and Breathe has developed an integrated campaign to increase awareness of the new Habitat Gift Service.
The offering is positioned by the retailer as "a contemporary take on traditional gift lists" It caters for all sorts of gifting occasions including weddings, birthdays, anniversaries, new babies, jobs and homes
This article was originally published on Marketingservicestalk on 10 Dec 2007 at 8.00am (UK)
Related stories
Live and Breathe delivers in-store for New Balance
Creative retail marketing agency Live and Breathe has delivered a range of eye-catching pink in-store support materials for Walk the Walk official sportswear sponsor New Balance.
Customers celebrating a special occasion open a "pledge account" into which friends and relatives contribute anything from £10 upwards.
Habitat contributes an additional 10% to the total amount pledged, and offers customers a free personal shopper for the day to help them choose products to suit their lifestyle.
Habitat also gives a free £5 voucher to everyone who pledges to an account.
Live and Breathe has developed an integrated press and online campaign, showcasing the benefits of this service.
Two complementary press ads have been developed.
One shows a double bed, pillows and bed linen gift-wrapped in purple paper with the words "a great big gift from everyone you know".
Although the agency inherited the "gift wrap" concept, based on the iconic work of Christo, the artist known for "wrapping" huge structures, it originated the approach used to visualise Habitat's 10% pledge account "top-up".
This appears as a bedside cabinet wrapped in red, with the words, "and a little something extra from us".
Photography is by renowned photographer Kevin Summers.
The agency's second press execution shows a modern sofa gift-wrapped in pale blue accompanied by a coffee table in pink gifting paper, representing the "something extra".
Press ads will appear in Brides magazine from September, with Live and Breathe's online execution of each ad appearing in expandable sky, standard banner and MPU formats across the You and Your Wedding website from July onwards.
The use of 3D flash animation brings the "something extra" visual concept to life and clicks through to the Habitat Gift Service website.
Live and Breathe managing director Nick Gray commented: "Habitat's new Gift Service is one of the best of its kind anywhere, offering superb flexibility and a great shopping experience whatever the special occasion.
"Our creative reflects Habitat's stylish and elegantly modern approach to everyday living and encapsulates everything the Habitat brand stands for".
Carla Bowden, Habitat's UK marketing and PR manager, commented: "We have come to depend on Live and Breathe as trusted partners - their work never misses the mark.
"Each and every campaign they develop on our behalf "lives and breathes" the Habitat vision; their work for our new Gift Service is no exception and will play a vital role in bringing this new service to the attention of our target audience".
Live and Breathe has worked with Habitat in the past on a range of campaigns including in-store events and a range of HTML activity as part of the retailer's ongoing CRM campaign.
Work has also included in-store digital creative to support Habitat's recent VIP for Kids promotion, which celebrated a range of products designed for children by a host of design luminaries from across the industry.
• Live and Breathe: contact details and other news
• Email this article to a colleague
• Register for the free Marketingservicestalk email newsletter
• Marketingservicestalk Home Page
Search the Pro-Talk network of sites
