The campaign, which forms part of DFS’s brand communications to highlight their style credentials, encompasses video, digital and print content. Running from 15th May – 1st June, the campaign will be featured in YOU magazine, Mail Online and the Mail’s tablet edition, Mail Plus.
The content features films of top interior designers Hannah Cork and Sophie Brown each creating two unique room sets with DFS sofas as centre pieces. The designers were filmed as they worked, giving readers tips and advice on how to replicate their choices for stunning results.
The content forms two image-led double-page spreads in YOU magazine, which will be Blippar activated, driving readers through to the DFS landing page to watch the video (25th May and 1st June). It will also appear on Mail Plus with direct links to the DFS site.
Mail Online, will trail the first YOU magazine spread with a double MPU campaign running across relevant channels. There will also be a mood skin campaign – two creatives, each featuring two sofas. In the billboard, users will be able to hover over each sofa to see a snippet of the video content and click through to DFS.com for more content.
The campaign was developed and bought by MediaCom to create unique and bespoke content which will run across all the Daily Mail and DFS platforms and complement the existing advertising campaign during May.
Helen Normoyle, Chief Marketing Officer for DFS: “This multi-platform partnership enables DFS customers to engage with inspirational home interest content in ways which are convenient to them. It's enabled us to maximise reach, relevancy and accessibility of our product range and message by harnessing the relationship that Mail brands have with their audience to easily show consumers how they can recreate designer looks in their own homes using our furniture. We are delighted with the outcome of the collaboration."”
Rosemary Gorman, Group Advertising Director of Mail Newspapers commented: “The DFS campaign is a great example of how the Mail produces compelling cross-platform content which delivers brands’ stories in a creative and engaging way. It illustrates how we can use the style credentials of YOU magazine to enhance the understanding of DFS as both a contemporary and stylish brand.”
