How real people furnish their own real homes. Now that’s a more interesting way to highlight what a home furnishing retailer has to offer than a catalogue. The idea came from MullenLowe London for its campaign for Dunelm, the UK’s top home furnishing retailer. And the TVCs are just part of the story. There’s also a UK dating and home makeover show called Back to Mine involved, which launches on ITV on September 30.
In Back To Mine, people are matched based on how they style their homes. It’s based on the insight that we judge people’s homes within seconds of entering and that people’s homes influence how we work out people to like (or love). In each episode, an unattached person gets to look through the homes of three potential partners. The person he or she chooses will get a shot at love.
The reality-meets-dating show was made possible through a media partnership with ITV. Dunelm is funding the making of the show, which is being produced by ITV Studios’ production company, Shiver. Media agency, Goodstuff Communications, planned and brokered the deal and it will include short-form content appearing on ITV Hub. This will be called ITV Hub, Back to Mine: Stay for Longer and its content will include dating show losers receiving Dunelm products and a home makeover presented by Rochelle Humes. It’s the first time that the ITV catch-up service has carried ad-funded broadcast editorial content as well as branded content.
Mark Elwood, executive creative director at MullenLowe London, commented, “It became an absolute no-brainer to feature real people and real homes in our advertising because there is zero pretence with Dunelm and never has been. There is a quiet bravery about a homewares brand developing advertising that focuses as much on the all the things going on around its product, as on the product itself. But that’s what makes a home – it’s a bit about Dunelm, and a bit about you.”
https://youtu.be/o-hNDZ_cPjA
Sam Drake, managing partner at Goodstuff, noted, “This is a great example of how advertiser funded programming, done well, can benefit everyone: brand, broadcaster and viewer. Dunelm is a very consumer-driven brand and so it understands more than most that homes aren’t really like the pages we see on interior design websites and in catalogues. The concept for the AFP is a brilliant and entertaining expression of that belief and understanding. The broader campaign blends a bold, content rich broadcast approach with targeted, dynamic digital solutions. It really moves this category on, with Dunelm leading the way.”
Angela Porter, marketing director at Dunelm, added, “I think the test of a creative idea is how easily it flexes across media. The beauty of Dunelm playing a part in everyone’s homemaking means we can shift seamlessly from brand-led messaging in broadcast media, to customer driven content online and in social. And this goes right through to the AFP project which is brilliantly entertaining and a great fit for Dunelm.”
https://youtu.be/2Meozh8KFxE
Credits
Creative Agency: MullenLowe London
Executive Creative Director: Mark Elwood
Creative Director: Laura Farmer
Creative: Bronwyn Sweeney
Business Director: Victoria Ellis
Account Director: Samantha Dixon
Account Manager: Jasper Wolley
Planner: James Clee
Producer: Claire Toms
Junior Producer: Katie Colhoun
Production Company: 2AM
Director: Joe Roberts
Executive Producer: Alyson Sharma
Producer: Alice Morris
Production Manager: Gareth Crothers
Sound Design: 750mph
Engineer: Ben Gulvin
Producer: Deborah Whitfield
Editing: Whitehouse Post
Editor: James Forbes-Robertson
Assistant Editor: Gregory Hayes
Post Production: MPC
Colourist: Kai Ban Beers
Producer: Louise Unwin
Media Agency: Goodstuff
Client: Dunelm Group
Leonie Foster – Chief Customer & Digital Officer Angela Porter – Marketing Director
Natalie Shaw – Senior Brand Manager
