A cross-platform campaign has kicked off to promote Otto UK’s
latest brand, Oli. A full online advertising campaign, which
includes search marketing and social networking, will run
alongside offline media.
The Oli website features the Oli Look Book, which lets customers
drag and drop products into their own canvas to create their own
collections or room sets. Oli will also sponsor Channel 4’s new
series Cook Yourself Thin and two shows on Sky later in the year.
Oli’s launch comes hot on the heels of the Otto Group’s annual
press conference, where the company announced a greater emphasis
on web 2.0 in the coming year. Otto aims to give shoppers a
better experience by creating online interactive home
environments where customers can “wander freely”
through fully furnished rooms, using the computer mouse to look
in drawers, open and set up sofa beds, look in cupboards and
switch on an espresso coffee machine. In addition, it will
introduce Lifestyle Portraits–customers will be able to upload
their photos, and Otto will compile personalised “lifestyle
portfolios” of product selections–and add “making
of” featurettes so that website visitors can view footage
from photo shoots. It is yet unclear whether all of these
functions will launch on UK sites.
Otto’s UK brands include Freemans and Grattan; for the year ended
28th February, Otto UK had sales of £853 million.