Promo, Case study BOLIA YOUR APP by The Planet, Uncle Grey Copenhagen

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Industry Household maintenance & pet products, Home Furniture, Online Retail & E-stores
Media Promo & PR, Case study
Market Denmark
Agency The Planet
Agency Uncle Grey Copenhagen
Art Director Morten Kiilerich
Released December 2010

Credits & Description

Category: Best Use of Mobile Devices
Advertiser: BOLIA.COM
Product/Service: FURNITURE
Date of First Appearance: Dec 1 2010
Entrant Company: UNCLE GREY, Århus, DENMARK
Digital Art Director: Daniel Nicolajsen (Uncle Grey)
Digital Producer: Karsten Kirkegaard (Uncle Grey)
Chief Executive Officer: Lars Samuelsen (Uncle Grey)
Art Director Trainee: Christian Rahn (Uncle Grey)
Art Director: Morten Kiilerich (Uncle Grey)
Chief Executive Officer: Mads Rydahl (The Planet)
Media placement: Smartphone - App - April 29, 2011

Insights, Strategy & the Idea
Qualitative analysis revealed that Bolias target audience had a tendency to postpone the purchase of new furniture because they had trouble visualizing how these would fit into their home. The larger the furniture the longer the purchase decision was delayed.

Bolias most important category is sofas and the delayed purchase decision was hurting sales and making their customers switch to cheaper alternatives like home interior accessories to add new life to their homes.

Furthermore Bolia have the widest selection of furniture, fabrics, colours etc. on the marketplace and the inability to visualizing the products made many customers prefer a conservative choice especially in sofas, thereby limiting the competitive advantage of the brand.

In-depth analysis of the target audience revealed a high affinity for technology and a deep interest in smart phones. Further brand preference analysis revealed a very positive attitude toward Apple products that was perceived as both aspirational and inspiring.

Creative Execution
We developed an iPhone app that introduced the target audience to Bolias wide range of products and gave them the opportunity to use the camera functionality of the iPhone to put these products into their own homes and see how they would look with the rest of their interior.
Furthermore the target audience were able to share their new furniture choice with friends using different social media platforms and receive tips and advice concerning their choice.

As extra features an inspirational section was developed and the application pulled in Bolias blog posts and pictures of the most interesting trends and ideas within design and interior decorating.

The app was launched with banner ads showcasing the functionality of the application, in-app advertising on applications that the target audience was already using, POS materials in the stores, a blogger out-reach program and a more traditional PR campaign targeting the industry press.

Results and Effectiveness
The app jumped into the top 3 of the most popular apps in Denmark and has received great reviews, an average of a five star rating and have been downloaded more than 10.000 times.

It received priceless coverage from bloggers and was picked up by the industry press in Denmark receiving great reviews and helping Bolia to be mentioned in newspapers and business books as one of the most innovative retailers on the Danish market.

Bolias sale of sofas went op by 18% as a result of this campaign and the sales index have remained high even after the campaign.