Urban Ladder shows the way to create beautiful homes
Conceptualised by Lowe Lintas, the campaign focusses on the journey of building beautiful homes step by step
BestMediaInfo Bureau | Mumbai | May 20, 2015
Click on the image to watch the TVC.
The journey of building a home is a wonderful and exciting thing – we start by looking for a house and little-by-little, make it a beautiful home. This is the central idea behind Urban Ladder's new TVC – 'Beautiful Homes Start Here'. The storyline of the TVC, created by Lowe Lintas, focusses on how beautiful homes come to be with great looking furniture from Urban Ladder.
The TVC shows how one piece of furniture can lead to bigger ideas, all coming together to create a beautiful home. It maps the customer's journey of building a room, one piece at a time, to create a warm, inviting space where they can have friends over for elegant dinners, long brunches, and movie nights.
The film has been directed by Danish film director Niels Grabol. The script illustrates the sheer breadth of Urban Ladder's product range with an engaging and dynamic use of visual surprises. The director has meticulously planned the animation tempo, the timing and transition of the furniture with slow moving effects to narrate the process of one piece of furniture leading to the next.
Manu Prasad
“Our consumers have shared stories of how the first piece of furniture they bought from Urban Ladder made them re-imagine a space and led them to buy more of our products. This is the insight we have used for this campaign. We have focussed on design aesthetics and made the product not just the hero, but the entire cast of the film. The narrative brings out the consumer context – the role of furniture in creating a beautiful home and the experiences that follow,” said Manu Prasad, Director, Brand Marketing, Urban Ladder.
The campaign, which comprises two ad films, is live on YouTube and went on air on television from May 15, 2015.
GV Krishnan
GV Krishnan, President, Lowe Lintas, elaborated, “The task of this campaign was to connect with the audience and showcase the beauty of the Urban Ladder range of furniture. On the back of a thematic campaign, we wished to keep the product central and create strong desire to purchase. We operated on a simple insight. Things of beauty have a way of impacting other things around them. It happens to us all the time. A new scarf changes the top wear and soon the entire ensemble is revamped. It's the same with our homes too.”
Overall, the TVC aims to build awareness for the brand, which is establishing a strong category and positioning connect – that is, Urban Ladder = beautiful furniture.
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