LOFTZONE
Loftzone's first TV advert drives 295% brand uplift
LoftZone makes StoreFloor, an award-winning raised loft boarding system that lets homeowners board their loft for storage without crushing the insulation layer beneath. This category-leading, BBA-certified engineering product had never advertised on television – until Loftzone’s TV advert with Skylark.
The problem
Loftzone had run a TV ad. They needed a DRTV campaign that would land in the category loft conversion, which has suffered from poor ads for decades.
The approach
A character-led DRTV spot that put the homeowner front and centre, with practical demonstration of the product woven through the story.
From a creative perspective, the best way to achieve the dramatic jib shot through the ceiling into the loft was to create the sets in a soundstage. This allowed us creative freedom with camera movements and allowed us to demonstrate the ease of installation.
Loftzone’s first DRTV campaign drive 296% uplift in website users. Installer network were fully booked for six months.
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