IMA-HOME has announced the launch of its latest campaign with Wren Kitchens: ‘The Great Wrenovation’. The ad launched in the UK and US this week across OOH, TV, radio, social, print and web. The first airing went live on ITV during the hit family show, The Voice Auditions.
The fully integrated campaign was developed and executed by IMA-HOME, appointed earlier this year as Wren’s lead creative agency.
‘The Great Wrenovation’ aims to empower homeowners to kick off their kitchen renovation, no matter their budget. It’s a rallying cry based on a belief that lives at the heart of Wren, that being able to get your dream kitchen isn’t for the few but for the many. The ad was directed by Multi Bafta award-winning director Michael J Ferns, which is evident in its aspirational, cinematic feel. Whilst a passionate and empowering VO from the inimitable Alison Hammond brings instant relatability to the creative.
The campaign launched on 16th December, ahead of Wren’s biggest trading period in January. The roll out includes TV (Channel 4, ITV and Sky), BVOD, CTV, print, email, paid social – introducing music streaming channels like Spotify, radio and national OOH. Vibrant building wraps and special builds across key UK cities aim to capture the imagination of consumers, with creative that acts as a rousing call-to-arms.
IMA-HOME’s chief executive partner, Nickii Gray, comments: “Wren came to us for our connected approach and extensive creds in growing brands and bringing big ideas to life. The partnership really supports our integrated growth strategy moving into 2024. We already loved Wren as a brand, but we felt there was an opportunity to showcase more of what makes Wren, Wren. The bold creative is underpinned with a solid strategy and media plan, allowing us to craft a holistic campaign across all touchpoints and channels. The strength of the campaign is clear from pre-testing, and we can’t wait to see it out in the real world.“
IMA-HOME rebalanced Wren’s media mix, prioritizing channels to get to the heart of the audience. Ben Cunningham, media director at IMA-HOME expands: “Our core ambition at IMA-HOME is to drive effectiveness for all our clients, maximising every opportunity. For Wren, we used our ‘real world’ media planning process to balance cost effective reach with media that resonates with the target audience and is relevant in terms of context and mindset.
“Wren will now show up in more places in people’s lives than ever before. The media is underpinned by a measurement framework that enables better understanding of true ROI in the short term and brand impact to maximise growth in the longer term – inspiring more action and more brand distinction with customers.”
Estimated figures from the weekend’s launch spots show ~2million viewers.
Jordan Laville, Retail Director at Wren Kitchens, concludes: “The IMA-HOME team have seamlessly woven their specialisms together to show the power of creative and media working in tandem. Together we’re starting a movement. A kitchen revolution. Balancing our short-term goal to increase showroom footfall, with brand building that lays strong foundations for long term growth. We’re incredibly happy with the campaign and look forward to continuing working with IMA-HOME.”
You can view the ad here.
