Furniture with IQ

Urban Ladder’s latest ad highlights the functional benefits of its furniture without making it look like a product demo video

Campaign: Your Furniture Knows
Brand: Urban Ladder
Company: Urban Ladder
Agency: Lowe Lintas

Rating: ***

The Ad

The ad film opens on a post dinner scenario, with the host walking in with dessert. We see one of the guests trying to make space on the table for it, toppling empty cutlery in the process. The host wryly draws out the dining table extension, placing the dessert tray on it, surprising the guests. The voiceover goes: “Because your furniture knows, there’s always room for more”.

Our Take

Not just-another-boring-product ad, Urban Ladder’s latest campaign, Your furniture knows, has three commercials in it, built around ‘thoughtful designs’. The ad is in continuance of the Urban Ladder storytelling format and its central theme of beautiful homes. The idea behind the campaign is fairly simple: to highlight some of the online furniture company’s curated ranges and their functional benefits.

What makes the ad unique is the problem-solving approach taken to highlight how a particular kind of furniture can make day-to-day life easy. It  may remind you of the dining table ad featured in rival Pepperfry’s Why wait for Diwali campaign. But what sets it apart is that the creative here is focused on the idea of an extendable dining table rather than buying a bigger dining table. That is what smart furniture is about, isn’t it?

This makes it different in its category too. If we compare the campaign with that of other players in the online furnishing space, a common theme that emerges is the idea of functional furniture for modern, urban homes. But the distinguishing feature of the Urban Ladder campaign is that instead of asking consumers to replace their old furniture, it gives them a perspective and helps them to visualise an easy way of organising their homes with smart and multipurpose furniture. This subtle approach combined with a dash of storytelling does not make it look like a product demo ad but rather, one that solves a purpose.

The humourous tone further leads to high brand recall. “We understand why furniture is a very integral part of one’s life and therefore, the problem it should solve for a customer. In the previous campaign, we focussed more on the beauty of our furniture. This time we wanted to focus on both the form and the functionality,” says Ashish Goel, CEO and co-founder, Urban Ladder.

The company launched its first brand campaign in January this year, titled Brings you closer, which played on the connect consumers have with their furniture, with a subtle product reference. Since then, its campaigns have maintained a storytelling format which brings the story alive either through an emotional twist, or humour. Given the competition in the online furnishing space and the rise of pocket-friendly, flatpack furniture, what sets Urban Ladder’s ads apart is the brand’s conscious decision to stay away from making any direct sales pitch, even during festival seasons. The focus has always been on its products, in line with its brand positioning of beautiful homes.

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