Creative Strategy Rationale

Clas Ohlson is a known DIY brand in Sweden. They have recently opened some shops in the UK, however, they still don't have an image of their own. It is essential for their success that they segregate the target market which is already influenced by other quality DIY stores like IKEA.

We have thus created a campaign for Clas Ohlson, which gives it a particular image with an artistic yet elite target audience. People who are employed professionals but still like to shop at DIY stores for their creative hobbies. They are the ones who would work a busy schedule on a work day and yet like to have some time for their own selves on the weekend. These are the people who appreciate art and try to be creative, mostly because they can't be with their jobs. The proposition, 'do something new' thus inspires them to try out something new as a hobby as well as conveys the message that Clas Ohlson is a DIY store with a difference. The redesigning of the store also suits our target market, and inspires them with creative work on display as well as sets Clas Ohlson apart from its competition.

 

Copywriter: Shubhit