How often have you thought about underlay in your life? Thought so. You could probably count the times on one hand.
Tredaire wanted a long-term brand awareness campaign aimed at the carpet-buying consumer to communicate the superior and luxurious feeling that Tredaire underlay can give a carpet.
Up until this point, the market itself had done very little advertising, and the sector was something of a vacuum in terms of standout comms. A consumer brand awareness campaign could exploit this vacuum and begin to own the space. Which is precisely what Tredaire did; they recruited astronauts.
Research shows that underlay is a low to no interest product. No one thinks about it until they need it. Even then it can be an afterthought, and rarely a consideration on the carpet buying journey.
That is until the customer is in store and choosing a carpet. The client’s ambition was to make the name Tredaire synonymous with carpet underlay, and get the customers asking in store for Tredaire by name.
By creating a team of astronauts known as Tredaire-nauts, we created a unique property that demonstrated the feeling that Tredaire underlay gives a carpet; it ‘Feels like nothing on earth’.
And they were (and still are) on a mission to bring comfort and luxury to homes across the universe.
Character development, animation, TVCs and VOD production by Flipbook.
It was a bold and exciting team of characters that the trade can talk about, consumers can love, and crucially, recall when they are in the market for underlay.
I also created the landing page for the trade to order POS for their stores along with a consumer page featuring Tredaire’s benefits, and explaining how important it is to choose a quality underlay (it’s really important), plus a powerful search tool to find your local stockist.
Working closely with the art director on the project, we mapped out how the landing page could work for two distinct audiences with very different needs; consumer and trade. We decided the pages should sit on separate URLs. This meant we could drive each audience to the campaign landing page and serve content that’s most relevant to their specific needs.
There was plenty of scope for fun here, and we had the creative freedom to push the technology too. The movement of the Tredaire-nauts were effectively controlled by the user based on their scroll behaviour. This enhanced the engagement and emphasised the feeling of zero gravity for the user, as they navigated down the page and explored the content.
In collaboration with media buyers, MediaPerformance, the campaign spanned national TV, VOD, digital display, paid social and radio, POS, events and trade show activity.
I designed the digital display that brought the tredaire-nauts (and that amazing feeling) to life in small space display ads; leaderboards, banners, billboards, skyscrapers and MPUs.
Got any questions or a new project in mind? Drop me a line.
