Dalton—Shaw Floors announced a new, national, consumer advertising campaign to launch this spring with a fresh, modern appeal and performance-driven messaging. After six successful years building the Shaw Floors brand through evolving variations of the “I want a floor…” campaign, the company is changing from an inspirational, luxury-centered message to a focus on the busy, active lifestyle of today’s female consumer. Based on in-depth surveys and focus group feedback, today’s consumer expresses the desire to live “her life, her way.” The campaign responds to this desire by showcasing beautiful Shaw Floors standing up to life in realistic situations. The campaign is named, “Rooms.”
Television spots will air this spring on networks like HGTV and Food Network. Print advertisements will be featured in various shelter and lifestyle publications. According to Kathy Young, Shaw’s director of marketing, the “Rooms” campaign is fresh, energizing and applicable to what’s happening in the world around us. “The campaign was designed to take the Shaw brand to the next level and to speak to the audiences where the campaign will live in a compelling and relatable manner,” Young said. “The campaign is adaptable in so many forms for Shaw, both corporately and for our retailers. It’s going to be a very exciting 2011 and this campaign exudes the optimism and energy that we all feel.”
The new campaign features two print components that speak to different lifestyles and demographics. The first visual showcases an everyday family complete with a puppy, baby, paint set and spilled milk all in action on Shaw’s Anso nylon Replacement of Nature carpet. The spread features the action sequence on the left page and the right page shows the room in pristine condition. The word “Family” is in bold white type centered on the left page and the word “Room” on the right. The copy reads, “For beautiful floors that stand up to life, visit shawfloors.com.” The second visual showcases a stylish, urban loft environment. The left-side action sequence, featuring the word ”Living” shows a woman with high heels, a rolling lap top bag and a man working on his putting stroke on a Shaw Living rug, Angela Adams Nasturtium. The right side beauty shot featuring Shaw’s Epic Lancaster displays a pristine visual of the floor with the same body copy found in the Family Room installment.
The television shots bring to life the “Family Room” concept with high-energy music as a little boy rolls across Shaw’s Epic hardwood Jubilee, mom and children play on the carpet, a little boy spills paint, a puppy plays and a baby lays down her head. The ad is full of energy, emotion and drama. The voice-over concludes with, “Choose Shaw floors for beauty, comfort and lifetime warranties that protect against…life. To find a Shaw retailer near you, visit shawfloors.com.”
Shaw retailers will have the opportunity to utilize the ads starting this spring with customizable print ads, television spots, radio scripts and more. According to Young, the ads are adaptable to a retailer’s overall brand campaign or specific product attribute marketing. “We will support our retailers in leveraging this campaign in the marketplace,” said Young. “This campaign was created with our retailers needs in mind.”