Habitat - Happy Habitat

Background

The aim of the ‘Happy Habitat’ campaign was to raise the brand’s profile and consideration of its product range.
The campaign looked to inspire customers in the process of updating a whole room or add touches of seasonal style with the breadth of Habitat’s range to create their own personal “habitat”.
This was showcased with products at the centre of the ad showcased in different homes i.e., a bowl for The Gibson's Habitat, a cushion for Nan & Lorna’s Habitat, a roaster for Kian & Jessie’s Habitat etc; highlighting that every household can benefit.

Habitat wanted to prioritise quality media environments to help build an emotional connection, so cinema was included alongside a broader AV campaign (TV & BVOD).
With a goal to drive impact, capture attention and push likeability amongst the target audience, Habitat selected an ABC1 Adult AGP giving the campaign access to titles including Doctor Strange in the Multiverse of Madness, Top Gun: Maverick and Jurassic World Dominion.

Cinemagoers exposed to the ad on the big screen were 23% more aware of recent advertising by the brand and they were 10% more likely to agree that ‘Habitat has a good range of products’ compared to control.
Cinema exposed respondents were 43% more likely to agree ‘Habitat is good value for money’ and 22% more likely to agree ‘Habitat has quality products and great design’ vs. control.
Just under 60% said they would consider shopping at Habitat – with cinemagoers 42% more likely to be ‘extremely likely’ to consider vs. control.