Carpet Court freshens up with a new look and brand campaign directed by Husein Alicajic

Carpet, flooring and blinds specialist, Carpet Court, has launched a brand new-look alongside its largest brand campaign to date, ‘Dream it. Style it. Live it’.

 

Featuring a fresh transformation complete with a new logo, the rebrand and campaign was developed by Carpet Court’s board and executive team; with the process facilitated by Retail Oasis alongside Photoplay film and TV director, Husein Alicajic, to rejuvenate Carpet Court with a brighter and more approachable look-and- feel, as well as inject inspiration and energy into the brand.

Says Kara Norris, chief marketing officer, Carpet Court: “Our brand purpose is to inspire our consumers beyond expectation, but we know that consumers today are more sophisticated than ever before, so we needed to prove that we’re on top of the trends.

“The rebrand and new campaign aims to connect with our consumers at the ‘dream it’ phase, the very start of their renovation journey, and show them that Carpet Court can help put their home dreams together.”

To bring it all to life, the creative strategy was to connect with consumer behaviour during the inspiration phase by creating a moodboard look-and-feel using a mix of styles and products in a stream of moving inspiration.

Says Alicajic: “We needed to appeal to anyone who is thinking about doing a home makeover and how Carpet Court makes it really easy.

“It was important for us to capture that sense of emotion and thrill of possibility that everyone has when they’re about to embark on a renovation.

“We came up with this idea of transitioning from one room to that same room, but it’s dressed in a completely different way.

“Consumers try on looks and feels to see what’s right for them. The creative transitions between the different rooms was really the centrepiece of this approach which connects to the experience of the consumer in terms of swiping, and also the ease with which they could try on different looks.”

Part of a comprehensive integrated campaign, the first 30s brand TVC will launch 25th March which will be followed by six trends focussed TVCs as well as tactical versions seeded throughout the year.

Media agency, Nunn Media, will drive awareness of the content through a broadcast strategy which will be supported by digital and print. In addition, the campaign will be further amplified via a PR and social media strategy developed by Communicado.

Branding – Retail Oasis
TV/Film Director – Husein Alicajic
Art Director – Thérèse Leuver
Media Agency – Nunn Media
PR & Social – Communicado