What you need to know about the new direct marketing guidance note
Nadine Mather and Chloë Loubser
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A RIOT @home
'Create a wow factor in-store experience', was the brief when Foschini Group called in RIOT, a communications company that builds brands with inventive advertising and design solutions underpinned by brand strategy, to develop an advertising campaign for the new @home livingspace stores.
The campaign had to send a clear message that the Group was launching new stores stocking contemporary furniture, but "we had to communicate that this is still @home - it has the same brand value, but with furniture," said RIOT's Andrew Franks.
Billboards at the construction sites of the new stores, "mobile" advertisements on the sides of Foschini Group delivery trucks, magazine advertisements and a striking catalogue that folds out to A2 size were included in the campaign mix.
The first @home livingspace store opened at the new Willowbridge centre in Tygervalley, Cape Town in October and the second will open at the Design Quarter in Fourways, Johannesburg on 1 December.
