ITV Encore and Dunelm bring drama to viewers’ homes

Challenge

Dunelm were looking to drive awareness of the brand and introduce audiences to the Dunelm proposition. They wanted to showcase their range, attract more customers and associate with premium British content. The partnership with ITV Encore therefore seemed ideal for both parties.

Insight

Dunelm were looking to stand out from their competitors and this level of sponsorship is proven to generate saliency and front of mind awareness. It had the added benefit for them to access the market they were looking for with premium British drama.

Idea

Using the tagline 'Bring a little drama into your home' it was the perfect targeted environment for Dunelm to reach their core audience as well as providing a weekly presence and national coverage.

Implementation

Broadcast: Idents were used on every break as well as logo accreditation on ITV Encore related marketing promotions.

Social Media: Dunelm were able to use Twitter to highlight their association with the channel and to communicate on scheduling for shows.

Internally, ITV were also able to offer a premier screening of Downton Abbey for staff, to create some excitement around the partnership.

Results

The sponsorship was exciting for both ITV Encore and Dunelm, as the channel launched to the public for the first time, it was also an exciting and cost effective way for Dunelm to reach not only their core audience, but also to extend the brand messaging to a broader audience. Collaboration with ITV creative produced some fun and well received idents that fit both the Dunelm brand messaging and the ITV Encore platform.

Our customers loved our first national TV advertising campaign and this partnership provided the opportunity to introduce more viewers to the Dunelm proposition and our range of fantastic products for the home

Will Adderley, CEO at Dunelm