Australia’s retail industry giants gathered at Crown Melbourne recently for the inaugural Large Format (Big Box) Retail Awards, where Bedshed was awarded the coveted Marketing Campaign of the Year for its national Bedroom Report campaign.
The campaign, created by Rare, impressed the judges across all the criteria for the award, including innovation of marketing campaign, return on investment, customer engagement and customer experience.
Bedshed Marketing Manager, Luke Clarke (pictured left) said The Bedroom Report was based around the largest body of independent research into bedroom behaviour ever undertaken in Australia.
“The research, conducted by Painted Dog, delivered a wealth of statistical data which was turned into a multi-channel, fully integrated advertising campaign that positioned Bedshed as the bedroom experts.”
Rare ECD Brett Wheeler added: “It created such insightful, interesting and sometimes downright hilarious results, it was easily able to be converted into advertising gold.”
The campaign has not only broken through the clutter of indistinguishable sales promotions in the marketplace and connected with consumers in a highly relevant and innovative way, it has changed the way Bedshed staff interact with the customer. In an industry driven by heavy discounts with sales encouraged by the cheapest price, the Bedshed customer experience is now driven by expertise and customer needs.
“We’re absolutely thrilled with this award,” added Bedshed General Manager Gavin Culmsee (pictured right). “Large Format (Big Box) Retail is the fastest growing sector of the Australian retail industry and accounted for $81.7 billion of sales last financial year. We were obviously up against some pretty stiff competition.”