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Challenge

When it comes to your home, every element echoes your unique, personal style. That’s why Wolseley Studio stands behind the promise of providing an unmatched, one-stop shopping experience for major brands and quality products backed by expert support both online and in-store. As an extension of the established Wolseley brand, Wolseley Studio was the new kid on the block aimed at inspiring homeowners with the addition of lighting and appliances to complement its strong kitchen and bath classics.

In 2014, Wolseley Studio chose ClearMotive to launch its first concept studio in Canada and build a shopping experience valued by homeowners. Raising brand awareness was key to positioning Wolseley Studio as a top brand in an already competitive market.

Idea

With strengths in brand strategy, advertising and creative design, ClearMotive sought to develop an effective media plan and campaign for the launch of Wolseley Studio and the grand opening of its new store.
 
Competitive analysis and market segmentation determined that the campaign needed to focus on emotional content and Wolseley Studio’s distinctive advantages to create a meaningful connection to its products and experience that resonated with audiences.
 
The campaign consisted of the design and creation of a new optimized website to inspire and compel users to visit in-store, targeted digital advertising, traditional media such as print ads in Avenue Magazine, elevator posters in 34 downtown office locations, Restobar posters and various statement billboards along high-traffic routes. 

Outcome

Shortly after the launch of the new website, wolseleystudio.com, total web visits increased by 21.61% since the previous quarter. Quality visits from Canadian users increased by 25.79%. Within four weeks, the Restobar posters alone achieved a reach of 300,000 and the digital office elevator ads played over 168,000 times.

The result of the targeted and mixed-media campaign garnered broad awareness of the brand leading up to the grand opening and fostered online interest of local homeowners. This translated into foot traffic and consultative appointment requests with sales experts in-store, setting Wolseley Studio up as a competitive household brand.