H&M Home
The Ask
How do we target Gen Z? And how do we position H&M Home as the go-to home decor shop for this age-group?
Background
H&M Home is launching its first mass brand awareness campaign.
The Brief
H&M Home offers a large selection of top quality interior design and decorations. So shoppers can find the right accessories for their home online or in-store.
The Target
Gen-Z is multifaceted and entrepreneurial. While creative and ready to live on their own, their budget is limited.
We interviewed Gen-Z on their current living situations >>
rooms displaying multifaceted tastes and interests.
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“It's hard to decorate, because it isn't really my house. It's my roommate's. But when I have a place of my own, I'll make it look more like me.”
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“I’m pretty limited in what I can ‘decorate.’ It’s not really my house. I’m stuck with what I have in my room.”
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“I have so many ideas and such little space!”
Tension
They want to decorate their space; make it their own. They want to show their interests & personality, but one thing stands in the way:
roommates
Problem
sharing spaces leads to compromise. “the only space I have is my room.”
Insight
A bedroom is for sleeping, But your room is a canvas.
Main Message
Build Your own apartment within your bedroom // A world within a world.
