The Lussari range is an important new addition and Victoria + Albert’s most comprehensive collection to date. To ensure it was clearly differentiated from their other flagship models, we made the design nuances and the modularity of the range the primary strategic focus. The campaign successfully launched across Europe and our creative brought the inspiration behind the beautiful aesthetic of the new Lussari range to the fore – the stunning Mount Lussari spa retreat in Italy.
Appealing to discerning markets
It was key to strike the right tone using inspirational imagery and carefully crafted messages to appeal to the discerning target markets of luxury retailers, luxe hospitality, housebuilders and end users. To maximise the impact of the European launch at all touch points, we tailored the messages to work in each of the languages across all the different campaign components.
It was an absolute pleasure working with such a creative team who were dedicated to the success of the project from beginning to end.Brand Marketing Co-ordinator, Victoria + Albert
Tactile and beautiful
High quality, physical brochures are still a very important part of the sale in the high-end interiors industry. Balancing dramatic imagery alongside elegant typography, we created the clean look and feel that really captured the modern essence of the range.
The campaign gained over
2 million impressions in
the 3 months it ran.
Consistent across all channels
The design and approach of the brochure clearly informed the whole campaign. From the supporting multichannel video, a host of Social campaign assets, consisting of different Insta reels and stories to animated and static web ads, YouTube instream videos and short bumper ads, they were all visually consistent but individually tailored to the different audiences across Europe. Using common assets also enabled us to keep the whole campaign costs down, while ensuring the impact and continuity were high.
The campaign gained over 2 million impressions in the 3 months it ran, with the RAL creative and inspirational imagery generating the highest clicks.