Like so many categories, home furnishing and decor advertising is governed by tradition. Show a hero shot of the product. Create ads devoid of personality. Eliminate copy with product benefits or brand personality. We politely say: what the _____? Our immediate instinct is always to challenge the category norms–and to develop iconoclastic advertising which people look forward to reading because it‘s both fun and educational.
This Capitol Lighting advertising campaign, which ran weekly over a four-year period, is a case in point. Customers looked forward to the witty headlines and inside jokes. How many home decorating ads have you ever seen with the word “Pope” ? How many of your customers have called and asked how they can bring the billboard in to get their 20% discount? And for an example of the benefits of guerrilla marketing, take a look at the Mother’s Day card. Distributed in-store, it created an outpouring of emotions about Mom.
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