Flooring Xtra is offering New Zealanders ‘style by the square metre’ in its first campaign with Y&R since their partnership in January.
The thirty-second jazz infused TVC takes viewers into Kiwi homes sharing eclectic and textural styles of flooring. The ad mentions ‘across New Zealand homes lie over 200 million square metres of flooring, or as we see them square metres of potential’.
The ad hopes to excite people about flooring as Y&R art director Kate Lill says for many New Zealanders, flooring is last on the list of things to do.
"It's often seen as a practical purchase, with its ability to transform a space overlooked. We wanted to position Flooring Xtra as the champion of style, by the square metre,”.
The lighting is warm and offers a quintessential Kiwi setting, beginning with retro themes and finishing with a modern touch.
“The TVC asks Kiwis to look down and re-evaluate their flooring, whether it's a tatty old carpet or garish 70’s lino, and redefine their style from the ground up.”
The campaign launched with TVCs, radio, print and digital; and within a few days of being live, it's already resulted in the most customer enquiries Flooring Xtra has ever received in one day.
Flooring Xtra marketing manager Skye Turner says the new brand campaign differentiates them from its opposition who tends to shout at customers to buy rolls of carpet in warehouse sales.
“Flooring is one of the largest surface areas in a home, and often the most permanent so we wanted to change perceptions of how people view flooring and have it approached as a considered interior design choice.”
Additionally, Y&R managing director Jono Key says he is excited about the new position Flooring Xtra has taken, and credits Flying Fish for helping bring it to life.
“It’s very early days in the campaign but we’ve already seen record daily website traffic, so here’s to Kiwis getting rid of that old vinyl.”