Oak Furnitureland branches out in first activity by TMW

Retailer Oak Furnitureland is launching a new positioning and campaign, dubbed “Grow Your Home”, which is the first work by TMW Unlimited, designed to reflect the business’ expansion into new products and categories.

The integrated campaign will run across TV, VOD, radio and YouTube, as well as being consolidated throughout all of Oak Furnitureland’s business, including point of sale, employee initiatives, and a new tone of voice.

The move marks the latest step in Oak Furnitureland’s plan to develop its ‘whole home’ offer. It reflects a wider business transformation over the last 12 months which includes expansions across its sofa collections and the recent launch of the upholstered bed category.

Based from the idea that creating a home is not something that happens overnight, but it grows throughout our lives, the focal point is the biggest oak tree in the world, brought to life and showing a range of family homes.

The TV ad has been directed by Samuel Bennetts, and produced by Unit 9. Filmed in a cinematic style, and in one seamless shot, the camera swoops around through different glass-fronted, stylish homes, reflecting the growing customer base.

The ad ends with the message, “You don’t just furnish a home, you grow one”, and is aimed at underscoring the promise of furniture that is designed for life’s journey with style that is built to last, reflecting the brand’s heritage in quality hardwood.

Tracy-Ann Oberman, English actor, playwright, and writer, has provided the voiceover, while the CGI was created by UPP.

Media has been handled by Carat UK. Initial placements will include a run on ITV during the Rugby World Cup, a takeover of ITVX, and key contextual programming, including Location, Location, Location, Grand Designs and Britain’s Superhomes on Channel 4.

TMW Unlimited has enlisted sister division the Human Understanding Lab, a group of 120 neuro-, data, behavioural scientists that provides insight, strategic support and testing capabilities.

Oak Furnitureland chief customer officer Gill Mison said “Oak Furnitureland is already synonymous with exclusively designed furniture collections that are built to last, but the goal of this campaign is to show customers the evolution that the business has been on over the last 12 months, developing new ranges of stylish and affordable furniture for every room in the home.

“The Grow Your Home campaign perfectly demonstrates how we’re broadening our product collections and transforming the brand to increase its relevance within consumers’ minds.”

TMW Unlimited chief creative officer Graeme Noble added: “We didn’t want the campaign to be limited to the conventions of the category, of just showing sofas in a showroom. We wanted to give the ‘land’ in the Oak Furnitureland name some real meaning.

“So, once we had the idea of the biggest oak tree in the world that’s full of real homes and people, we knew we were onto something interesting and unexpected. We believe our new brand platform ‘Grow Your Home’ encapsulates what Oak Furnitureland is all about, and it has so much room to, well, grow and grow.”