Advertising Media and Campaign - Desklib

This article discusses the advertising media and campaign for Gluckstein Home, a home furnishing service provider in Hudson’s Bay. It covers the communication objectives, target audience, benefits, creative strategy, and executional considerations.

Running head: ADVERTISING MEDIA AND CAMPAIGN
Advertising Media and Campaign
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Client: Gluckstein Home Date:
Assignment: Creative Brief Client Signed By:
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Project Description
 Gluckstein Home is one of the hard lines of Hudson’s Bay Company.
 It deliver some moderately priced home decorating products including bedding, duvet,
towels, furniture, dinnerware, sheets, umbrellas etc. to the customers in The Bay and the
Home Outfitters Stores.
Background Information
 One of the well-known home furnishing service providers in Hudson’s Bay
 Have a long history of providing quality and style to the customers for ensuring that they
have a positive impact on the environment.
 Top-selling and high profile home brand across Canada for about 15 years
Communication Objectives
 Within six months, the sales of company products among the Canadian households would
increase by 25%.
 To cover at least 55% of the Canadian market within 1 year.
Who is the Target Audience?
Demographic
 Age range from 23 to 38 years
 Generation X or millennials
 Employees and professionals
Geographic
 Canada
Psychographic
 Have interest in shopping, possessing modern furniture
 Have interest in decorating homes or home designing with modern livings

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 Middle and upper-middle class
 Explorers
Consumer insight
 I want to have the best quality and durable furniture at affordable cost.
Benefits we are trying to communicate
 We provide environment friendly products with effective blend of style and sustainability.
What can we offer as support for this?
 Premium quality products with BIFMA certification
 Furniture testing options for the customer
What is the brand’s creative strategy/campaign theme?
Campaign Theme (1 mark)
 Energy-Saving Solutions
Appeal Technique(s)
 Money
 Environment Friendly
 Durable
 Modern Furnishing
Creative Tactic(s)
 Modern outlook with premium quality
 BIFMA certification to ensure environment friendliness
 Energy-Saving solution
 Full page newspaper and magazine advertisement
What’s required / mandatories/ executional considerations?
 Giveaways- food sponsorships, Coupons
 Creative Pamphlets and fliers
 Promotional Videos
 Logo
 Sponsors

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Background Research
It is to note that Gluckstein Home is a matured brand with a good numbers of loyal
customers including the Generation X or millennial and the boomers. Its product collected is
highly inspired by the interior designer names Brian Gluckstein and his trademark
sophistication. He himself is the greatest competitive advantage for the company as he is a
highly engaging spokesperson and personable one and it is due to his hardwork and creativity
that the brand has reached to this level today.
The company delivers some moderately priced home decorating products including
bedding, duvet, towels, furniture, dinnerware, sheets, umbrellas etc. to the customers in The
Bay and the Home Outfitters Stores. One of the key competitive advantage of this firm over
the other market players is the fact that it has gained higher level of trust from the parts of its
customers being in the market for 15 long years. It is regarded as the most iconic department
store in Canada. Furthermore, it is also to note that Gluckstein Home has a long history of
providing quality and style to the customers for ensuring that they have a positive impact on
the environment and has remained as a top-selling and high profile home brand across
Canada for about 15 years. It is to note that communication objectives of the integrated
marketing campaign are to increase the sales of the product offerings of the company by 25%
within 6 months among the Canadian households and at the same time, to cover at least 55%
of the Canadian market within 1 year.
The target audience of the campaign are the working millennial from the age range of
23 to 38 years. It is to mention that as per the recent report of Nichols, millennial are
considered to be the driving factor in the retailing industry of Canada and they have some
different sets of values and attitudes towards brands, home ownerships, home designing and
shopping, belonging from the Canadian households1. According to Pomarici Eugenio and
Riccardo, millennial are the largest generation in Canada and they are considered to be an
important consumer group2. As per the survey conducted by Ordun, about 74% of millennial
wilfully spend more than 50 to 60 Canadian dollars shopping online or in-stores3.
It is all due to the fact that millennial in Canada comprise of a large part of total
population and their power of buying or purchasing is making them attractive target
1 Nichols, Lydia. "Beyond Gamification: Fostering Millennial Loyalty in the Retail Industry." (2019).
2 Pomarici, Eugenio, and Riccardo Vecchio. "Millennial generation attitudes to sustainable wine: an
exploratory study on Italian consumers." Journal of Cleaner Production 66 (2014): 537-545.
3 Ordun, Guven. "Millennial (Gen Y) consumer behavior their shopping preferences and perceptual
maps associated with brand loyalty." Canadian Social Science 11.4 (2015): 40-55.

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customers and audiences for majority of the retail and consumer related industries. With the
same, these target audiences are likely to be having great interest in shopping and possessing
modern furniture and in decorating their homes and houses with modern livings.
The customers’ insight for buying the products by Gluckstein Home would be “I want
to have the best quality and durable furniture at affordable price”. The benefits that the
company shall be providing to its customers are huge and it would be communicated through
the IMC campaign very effectively. The significant benefit is that the company shall provide
environment friendly products with some effective blend of style and sustainability to the
Canadian households to make their life easier and manageable. It would be of great help for
the millennial as they are highly environment conscious and wants to do many work within
lesser time. In order to prove the purity of the products in terms of environmental
friendliness, Gluckstein Home has decided to provide the customers with BIFMA certificates
for each and every products of its and at the same time, it has also decided to provide them
with furniture testing options4.
The main theme of the campaign shall be energy-saving solutions. It is one of the
major goal of the firm to reduce the amount of energy that is required for providing services
and products. For instance, by means of providing environment friendly home furnishing
equipment and products, Gluckstein Home is trying to make use of the energy required
equipment as less as possible. The appeal techniques used in this campaign would be the
environment friendliness, durability, modernising and investments. The creative tactics that
would be used are the modern outlook with all the premium quality products, BIFMA
certification for ensuring environment friendly products are used for the making of the
product offerings, energy-saving solutions and lastly, a full page newspaper and magazine
advertisement for attracting the millennial.
The major requirements or mandatories in this purpose are logo, sponsorships,
creative fliers and pamphlets and giveaways like coupons and food sponsorships. These are
likely to attract the attention of the working millennial towards the brand and its offerings.
Webster in this regard have also claimed that for attracting the millennial customers, the
companies should offer shopping experience centred on them5. These millennial have grown
up and have been matured with the use of mobile technology and they always expect
4 Boyd, Clinton S. "Steelcase's Strategy for Product Materials Chemistry." University of California-
Berkeley (2016).
5 Webster, Craig. "Cardinal Greenways: Analysis of the Venue and Event Possibilities." (2017).

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something more from each and every aspect of their life. Hence, Gluckstein Home needs to
focus on giving something extra to these millennial customers by means of providing them
with discounts, loyalty discounts and other offers and at the same time, should work towards
making colourful and creative brand campaigns with attractive logos and eye-catchy colour
combinations.
References:
Boyd, Clinton S. "Steelcase's Strategy for Product Materials Chemistry." University of California-
Berkeley (2016).

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Nichols, Lydia. "Beyond Gamification: Fostering Millennial Loyalty in the Retail Industry." (2019).
Ordun, Guven. "Millennial (Gen Y) consumer behavior their shopping preferences and perceptual
maps associated with brand loyalty." Canadian Social Science 11.4 (2015): 40-55.
Pomarici, Eugenio, and Riccardo Vecchio. "Millennial generation attitudes to sustainable wine: an
exploratory study on Italian consumers." Journal of Cleaner Production 66 (2014): 537-545.
Webster, Craig. "Cardinal Greenways: Analysis of the Venue and Event Possibilities." (2017).