Bruce Crouch
Creative Director at Publicis Sapient London
London, United Kingdom
TitleTail-lift
Agency
Campaign Keeping up with the Joneses - Harveys
Advertiser Harveys
Brand Harveys
PostedOctober 2003
Product Harveys Home furnishings
Business Sector Home Furniture
Tagline Keep up with the Joneses at Harveys
Story A couple who have bought a Harveys sofa ask the delivery man to go and inform the neighbours so that they can witness the delivery and feel jealous while the couple gloat
Philosophy Owing to the design and style of furniture that Harveys produce, they are ideally placed to claim the territory of “real home for real people”. This translates into a creative idea that celebrates British one-upmanship and taps into the British sense of humour and attitude regarding competition.
“Keep up with the Joneses” is the creative idea and the media strategy is designed to associate Harveys with the biggest British media properties e.g. Coronation St. and The Sun. In doing so, Harveys achieves greater visibility amongst its core target despite being massively outspent by major competitors.
Problem Harveys operates in a market where location and product is paramount. Few manufacturers operate as brands that need to really connect with their target audience. The ad establishes Harveys as a furniture and furnishings brand that people want to boast about having bought into
Media Type Television
Length
Market United Kingdom
Executive Creative Director
Art Director
Copywriter

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