Livspace works with Societal Singapore to take the drama out of interior design

Livspace, Asia’s leading interior design platform, have engaged Singapore-based creative boutique Societal to launch their brand into the crowded Singapore market. The campaign taps into classic movie tropes to bring an entertaining twist to the issues that consumers commonly face with interior design firms.

“Our research indicates that the Singapore Home Renovation market will grow 2x this year and therefore it is the right time to establish Livspace as the brand of choice in the home renovation space. One of our initiatives towards that objective is our current brand campaign “Choices you’ll love living with”, said Kartikeya Bhandari, CMO of Livspace.

“The campaign brings to life different challenges that people deal with in getting their renovations done and how choosing Livspace will help them avoid such issues, as at Livspace we provide an end-to-end home renovation experience which is intuitive and accurate in terms of price, timelines and quality – all supported through our proprietary technology. We believe that the strength of our creative, coupled with sharp and precise media selection, will help us achieve both our brand and business goals.”

The campaign showcases four situations that research had highlighted as potential pitfalls in choosing interior design firms. Each one turns to a different genre of movie or TV show to show how the wrong choice of ID firm can lead to drama.

The spots were directed by Prem Anand through production company Tankers in Malaysia.

The humour was key to making the campaign work, according to Societal’s ECD, Kevin Geeves: “If it’s real, and it’s funny, it will be remembered. Every Singaporean knows someone who’s had trouble with a renovation, so we wanted to bring out that drama and make it something you could smile about.”

The campaign is running across online video platforms and has an out-of-home component, including skinning interiors of Singapore’s MRT trains, to highlight the different choices of look and feel that Livspace can employ to transform a space.

VIEW THE FIRST AD
VIEW THE SECOND AD
VIEW THE THIRD AD
VIEW THE FOURTH AD

Agency: Societal Singapore
Creative: Kevin Geeves, Kelvin Lim, Mike Sutcliffe, Atiqah Ashari, Lincoln Lim
Planner: Felix Pels
Producer: Lavita Kala
Account Director: Ashley Leong
Production House: Tankers Malaysia
Director: Prem Anand
Executive producer: Pete Singh
Producer: Suraya Lisa
DOP: Jordan Chiam
Art Dept/Dir: Jimmy Bong
Editor: Mohd Fazlan
Post: DTT Post
Audio: 2AM Studio