TVC launches direct homeware brand from Lewis
The Jupiter Drawing Room (Cape Town) was appointed by The Lewis Group at the end of 2017 for its new direct-to-consumer homeware brand, INspire which offers catalogue and online decor shopping and which launched on 1 June 2018. Jupiter worked in collaboration with the client and its partners to develop the branding, design the catalogue, write content and produce the launch TVC.
“The Lewis team saw a gap in the homeware market where consumers did not have many options,” says Lucas van Vuuren, Jupiter CT ECD . “They wanted to create more than just a typical retail brand but a brand that also connects with their audience and creates value for them through content, services and a wide range of products.”
“We judged all our work with strict criteria: Is this inspirational? Does the work touch our audience emotionally? As a new brand in the market, INspire has to work much harder to stand out. The approach had to be different — the catalogue is more than just a product and price listing — it provides inspiration for our audience to add a personal touch to their homes. The launch TV ad isn’t just about what the brand offers; it needs to communicate the brand’s reason for being,” says Lucas.
— One subscription form, three newsletters: sign up now for the MarkLives newsletter, including Ramify headlines; The Interlocker, our new monthly comms-focused mailer; and Brands & Branding, launching soon!