Practica
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Roomer

Communication
Strategy

Strategy

Big furniture centres have traditionally been built on the outskirts of the city. The biggest ones almost haven't changed since the 90s. Nowadays the younger generation sees them more like exhibitions because of their atmosphere of expensive salons and pretentious advertising campaign. ROOMER is a furniture centre of the new generation. Its architecture is more interesting and the range is wider.

However, the talks about all the price-quality-range differences won’t help to form the idea of the brand. It was necessary to give it an outstanding from the furniture market part to announce the new brand. ROOMER became the protector for the Mosovites by founding upon its unique advantage: it is placed near the center. 


This allowed to state the brand character – modern, unpretentious
and dynamic.


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*Roomer stands for free weekends

Communication

The advertising campaign began from “social” teaser ad speaking about the most topical for the Moscovites problems. Teasers were placed at the billboards during one of the most full of traffic jams month of the year.

The focus was on the brand name and the logo was changing due to the problem – this helped to increase the brand awareness in no time.

The campaign continued by two 30-second TV commercials. One year later after the successful start one more TV commercial was made along with a new series of outdoor advertisement. 



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*Roomer stands against traffic jams. Furniture center near the metro

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*Roomer stands for increased fertility. 20,000 sofas and beds for every taste


 

“…one year later after
the successful start one more
TV commercial was made
along with a new series
of outdoor advertisement…”


 
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