Featured Press.
Media Bounty, the B Corp integrated agency, have today launched ‘there’s an easier way to protect your sofa’ for aquaclean, the easy-to-clean sofa fabric brand. The agency was responsible for media planning, media buying, creative and strategy.
The creative is based on the insight that people feel unable to enjoy furniture for fear of spills and stains. The ad shows a spaghetti western stand-off between an overzealous security guard protagonist and her pizza-wielding son. Aquaclean is the solution – giving people the freedom to relax and not be vigilant around their sofa. Humour is used to create distinctiveness in a category with low consumer interest.
The work aims to boost brand awareness by focusing on high-attention channels like TV. These build familiarity and trust during shared viewing moments, and allow time to show product demonstrations. To increase efficiency, the media strategy also includes YouTube, allowing access to TV screens at a cost-effective rate. Engagement is added through contextual placements alongside quality media that align with audience interests, showing up when people are researching new sofas.
Jake Dubbins, Managing Director at Media Bounty, said:
“It’s been a joy to work with the aquaclean team on their new advertising campaign. The product is amazing. Once people see what it can do they’re convinced. One early viewer of the TV spot said, ‘Everyone needs aquaclean!’
It’s been a great experience working with a super engaged client and the Media Bounty creative and media teams have worked tirelessly to bring everything together in a way that is effective both for the brand and budget.”
James Lowe, UK Sales Manager at aquaclean, said:
“We believe the upholstery market has been overcomplicating what customers actually want. This campaign is about cutting through that noise and focusing on something genuinely useful – sofas that you can simply wipe clean. It’s a small shift in expectation, but a big shift in everyday living, and that’s what we’re building the brand around.”
An exclusivity deal with ITV has allowed the brand to take part in the station’s Backing Business scheme. The initiative, in partnership with The Alliance of Media Independents (AMI), allows advertisers to unlock increased ad spend at no extra cost.
Sam Southgate, New Business Manager at ITV, said:
“We’re really excited to have aquaclean taking their first steps into TV with us. Working closely with Media Bounty, we’ve built plans to drive awareness and consideration that benefit from the amazing value of our Backing Business scheme and illustrate the power of TV”
Aquaclean make sofa fabrics that repel and release stains, meaning that spills and messes can be removed with water alone. Products are available on select models at major retailers including John Lewis, DFS and Sofology.
Media Bounty is a B Corp certified integrated, ethical advertising agency. They provide media and creative services to brands including Beam Suntory, Jamie Oliver Group and World Land Trust.
