Following on from previous projects we had done together, we were asked to come up with designs for an ad campaign for Flooring Megastore.
They offer contemporary floor coverings to suit any home including vinyl, laminates and real wood, as well as carpets, rugs and even artificial grass. They also supply underlay and any number of accessories… they literally are the ‘Flooring Gurus’… and proud of it. So much so, that they wanted to shout about it and tell the world how good they were via an ad campaign.
The main issue they had was their route to market had changed. They no longer had any passing trade from their warehouse in Maidstone, Kent, so they figured an outdoor ad campaign would be the way to go, focusing on 6 sheet posters and a prominently placed 96 sheet billboard and complimented by press ads and online banner ads (as seen below).
Generally speaking they wanted to target the more affluent customer, so they wanted the look and feel to reflect this. A secondary point was to emphasise that the consumer has access to face-to-face sales, via their design studio/showroom as well as the ability to purchase directly online.
We came up with the headline of ‘Adore your Floor’ and provided a number of design options for the two main ads so that the client could get a real feel for how the finished ads might look. These were refined at a second stage and we ended up with a suite of ads that were flexible enough to work equally well as a portrait 6 sheet poster or a landscape banner ad…
This resulted in another very happy customer:
They’re fantastic, Marco. Really do love them!
Mark Canning, Managing Director
The client also wanted us to allow for variations on the theme and to have a play on words where appropriate. When the next round of posters were required to advertise rugs, we inverted the colours and changed the headline to ‘Snug as a bug in a rug’. The nature of how the ads are set up gives us a flexibility to rearrange the elements to fit any ad size but still stay on-brand.
The most recent addition to the ad campaign is a homepage takeover we created on the Grand Designs homepage, with web banners at the top, middle and bottom of the homepage. We also created the mobile versions of the same ads.
As part of this website takeover, we also designed an MPU that you can see here:
To view more of our work for Flooring Megastore click here.