Hayneedle.com has launched its first national advertising campaign entitled “For the Love of Home,” which is focused on domestic comfort in a sometimes cold world.
The 60-second anchor television ad, entitled “At the End of the Day,” features cities where the people are noticeably missing, Hayneedle noted. The ad rolls through images of offices and restaurants that appear almost empty, deserted carts in grocery stores and streets lacking cars and pedestrians. It finally reveals images of people at home to make the point that, in a sometimes cold world, returning to a place full of love is the real payoff to a person’s day.
Vignettes focus on the returning home element as they showcase the various gatherings of families and friends sharing joyful moments. The spots conclude with the hayneedle.com stick logo and a newly created mnemonic. The sticks start out in the shape of a bed, then morph into a lamp form and then rearrange themselves as the logo. The mnemonic features is part of a brand-awareness campaign designed to clarify the Hayneedle identity and define its product offering.
The new advertising campaign, developed with VSA Partners, includes TV, print, digital display and digital radio. The purpose is to shake up a crowded market sector, one that typically relies on value-first messages offering free shipping, discounted products or seasonal sales. The campaign emphasizes what turns a residence, and the love inside, into something more vital than a group of rooms, Hayneedle noted.
“We know that home is much more than just furniture and décor, and we wanted such values to be communicated in our marketing and communication efforts,” said Jeremy Podliska, Hayneedle vp/marketing. “We know that this campaign is a departure from anything else in our commoditized category. We want to refresh and stir up the category by going back to the basics of what home can mean for families in today’s world.”