Buitenhof, the garden furniture expert headquartered in Roosendaal is changing to Life - Outdoor Living as of February 2024. However, this name is not entirely new. Life already functioned as the international label within the organization. The rebranding to Life ensures that the brand can position and operate under one name both at home and abroad.
First media campaign Life in 2024 launched
STROOM is responsible for the media strategy, planning and buying involved in this rebranding. The approach is based on the Dual Duty strategy, which involves finding an effective balance between 'branding' and 'performance'. STROOM introduces the 'new' brand to the general public and works closely with Life, which handles the performance piece.
Garden furniture is a seasonal category also show market insights. By using flexible media deployment, the campaign can be adapted to changes in the weather, among other things. In bad weather, media pressure can be reduced and vice versa. Through modern, data-driven partners and an extensive online network, we achieve this flexibility and this process can also be clearly monitored.
With the first campaign kicking off in late February, Life will be visible and audible across a wide range of media channels, including radio and online video. To further expand Life's expert role, a partnership will be established with vtwonen, the authority on indoor and outdoor living. By being visible in print as well as online, we will inspire and activate the target group. In this way, in collaboration with advertising agency Today's Milk, we are giving substance to the campaign: "Make outdoors, your outdoors."
"With this integrated and smart media campaign we are taking a big step in the development of Life - Outdoor living. We aspire growth in both the Netherlands and abroad with 1 strong brand"
Marcel Hoogendoorn - CEO Life Outdoor living
"Life is a client we are proud of: achieving growth together through smart campaigns in a competitive market by pairing a strong brand with effective branding and performance."
Martijn Jaartsveld - Strategy Director STROOM
In short STROOM is excited about this rebranding and the cooperation with Life. And looks forward to the new campaign " Make outside, your outside".
Lees meer op de site van Life Outdoor Living: https://www.lifeoutdoorliving.com/nl