An Advertising Campaign Designed to Differentiate
BE MODERN CAMPAIGN – MOTIVATING CONSUMERS THROUGH MARKETING
HOLD IT is a local furniture retailer with a focus on providing offing best in class quality and service. In order to control the entire user experience, HOLD IT remains a brick and mortar retailer, showcasing top quality brands and white-glove delivery service.
KEY STRATEGIC CONCEPT
Retooling the messaging for the brand was a key concept to this campaigns success. The “Be Modern” call to action reinforces the contemporary product offering, while supporting a fun and sophisticated brand positioning. The words also challenge the reader to be (modern) implying that if they are not shopping at HOLD IT they are somehow not. The tagline also supports the service benefit message and indicates the price point of the furnishings without giving specific price details.
Combining the messaging challenge of “Be Modern” with imagery of models making eye contact with the reader is a tactical approach to engage the reader. By using a variety of room settings and colors we are able to represent a variety of brands and various lifestyles.