Habitat to roll out integrated marketing campaign

Home furnishings retailer Habitat is launching its latest marketing campaign this week, covering TV, online and social channels.

Running on Channel 4 from 17 September until 10 October 2015, the TV ad is a 30-second spot created in association with the Portas Agency and shot by acclaimed photographer and director Miles Aldridge. The tongue-in-cheek ad is part of the retailer's latest series aiming to highlight Habitat customers' design expertise and attention to detail when it comes to homeware.

Habitat is looking to tap into the notion that everyone loves to look into other people's homes, but whilst most people would be captivated by what is going on in the house, a "Habitat Voyeur" – as the company has labelled its customers – will be obsessed by the products within them.

This latest ad, dubbed 'Home Alone', features a man in his underwear dancing around his apartment.  When the doorbell rings the man moves out of sight, but the camera holds its gaze making it clear that the 'voyeur's' attention was actually on the new Habitat Orrico rose gold coffee table situated in the man's lounge. It follows a recent campaign, 'The Kiss', which is centred on a couple kissing but as they move out of shot, the camera maintains its gaze on the sofa from Habitat.

Jocelyn Dowden, head of marketing for Habitat, commented: "We know that customers love the brand for its edgy, statement pieces designed with a sense of fun and we've created a stand-out campaign that reflects these ideas.

"Following the success of 'The Kiss' we've continued our investment in TV advertising with a tongue-in-cheek idea to re-engage with a national audience and to support the current expansion of the Habitat brand across the UK."

Digital versions of the TV ad will be shown online and will be shared across Habitat's Instagram and social channels.

To accompany 'The Kiss' ad, Habitat launched #HabitatVoyeur, an online and social extension of the campaign which takes a view into the homes of culturally influential people. To coincide with the second TV ad #HabitatVoyeur takes a journey into BBC radio DJ Jo Whiley's Northamptonshire family home.

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Portas Agency