Leeds-based performance marketing agency Connective3 and its subsidiary content creation agency Powerhouse have launched a major new nationwide advertising campaign for window décor specialist Shutterly Fabulous, and bagged a rare Disney endorsement in the process.
The brief from Shutterly Fabulous was clear from day one: keep the brand top of mind by building strong recall and increasing mental availability. Crucially, whatever the creative route, the final output had to live up to the name and be truly “fabulous.”
The finished product begins in our customer’s dull, drab home as she awaits her shutter installation. As soon as her Shutterly Fabulous shutters are fitted, her home is transformed and she dances through the house showing off each newly fabulous window dressing.
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Vanessa Harris, brand manager at Shutterly Fabulous, said: “This campaign is an exciting milestone for Shutterly Fabulous, and we’re incredibly proud of the final result. Everyone involved perfectly captured the transformative effect our shutters have on the way people feel about their homes. We’re excited to see audiences connect with the campaign as it rolls out across the UK and look forward to the impact it will have as we continue to grow as a brand.”
Built around the Disney track “Fabulous” from High School Musical 2, the visually and musically striking campaign brings an instantly recognisable audio identity to Shutterly Fabulous’s premium shutters. Notably, Shutterly is among a select few brands ever granted the privilege to alter Disney lyrics for commercial use, making the creative both memorable and highly desirable.
Filmed on location in Stockport, with Manchester director, Kieran Edwards, and a local crew, the production champions the North, said Dan Seekings, group head of creative at Connective3: “This is by far the biggest and most creative project Connective3 and Powerhouse have collaborated on to date. Seeing the creative vision come to life through Kieran’s treatment and an exceptionally talented crew has been brilliant and I can’t wait to see what it delivers for the brand,” he added.
The campaign is already live on social media, and will and air on ITV from today (17th August). It will run for 24 weeks across the UK, capturing audiences across multiple touchpoints through a mix of traditional and digital media.
Rebecca Jones, managing director at Powerhouse, said: “We’re incredibly proud of our first campaign for Shutterly Fabulous. Delivering a campaign around audio adds a layer of complexity, but we know the high production values the team brought to the project have created something really special and we feel confident it will drive salience and create a platform on which to continue building the brand.”
The broadcast strategy includes a widespread rollout across major UK national linear TV channels, SVOD/CTV platforms, and key national radio networks. This will be supported by out of home national placements alongside optimised paid and organic digital distribution across Meta, Pinterest, TikTok and YouTube.
