Online furniture portal Pepperfry recently launched its 360 degree marketing campaign to target consumers who prefer to get their furniture made at home rather than shop online.
The ad conceptualised by L&K Saatchi & Saatchi highlights the physical inconvenience, time escalations, budget overruns and lack of design options when it comes to making furniture at home. It urges consumers to stop compromising and go for Pepperfry, which will make their furniture buying experience convenient and hassle free.
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Speaking about the campaign, Kashyap Vadapalli, Chief Marketing Officer, Pepperfry said, “Our goal is to help 20 million customers create beautiful homes by 2020. In these last few years, Pepperfry has reached a tipping point amongst early adopters, and via this campaign we will expand the market by going up the product life cycle curve to address the early majority of shoppers.”
Pepperfry has allocated a budget of Rs 10 crore for the marketing spends on its latest campaign. The campaign is leveraging multiple platforms to target potential customers: television, across digital video channels and in multiplexes. It also includes outdoor, a bouquet of digital media including search, display and social channels.
Talking about the concept behind this campaign, Debarjyo Nandi, Sr.Vice President, Law & Kenneth Saatchi & Saatchi explained, "There are several of us who believe that getting furniture made at home will give us more control and get us exactly what we want. The problem is that most of us are not sure of what we really want and what we are really getting into. The noise, dust, displacement, delays and budget overflows make it an even more painful process. Pepperfry is the easier and simpler solution to getting your furniture on-time, at a fixed price and the design and finish you want."
Previous brand campaigns
In the last two years, the brand has been really active in terms of their presence on TV and other mediums. Reportedly, the brand had spent around $3 million on their campaign last year, which communicated the brand’s key value propositions- quality and value. Each of the films featured a couple, with the female lead played by Bollywood actors Shahana Goswami, Radhika Apte and Shruti Seth.
In December, on the completion of its 4th year, the brand launched their ‘4th anniversary sale’. The ads highlighted the message of discounts up to 55% and urged consumers to join in the celebrations. It even showed customers happily interacting with their new Pepperfry furniture and humming the signature tune of the brand.
During Diwali, it was one of the first e-commerce players to launch their campaign. It highlighted the message ‘Don’t wait for Diwali’, wherein it urged the consumers not wait for Diwali offers and to buy it immediately. Inspite of being discount led, the campaign focussed on emotional appeal.
In 2014, its campaigns highlighted features like product servicing, assembly and delivery.