You all point towards the idea that the second piece has more prestige, and that is certainly why it was chosen to target the current audience of (and I’m quoting Stephen Thompson, MD of sinks.co.uk) “women who live in vicarages in Oxfordshire”. The first piece was chosen to test the potential of broadening the audience to include a slightly younger, high disposable income bracket (which would be good for both short terms sales and longevity of the business).

I was once head-hunted by The Daily Telegraph to help them create a “Student Extra”publication to try and capture a younger market because, despite being the best selling broadsheet by a long way, most of their readers were rural peope in their mid-sixties. Their readership was literally going to die off!

This is what we’ve got in mind here, without losing the perceived (and actual) quality. This is why we used tracks and a boom to create that smooth kinetic energy.

We’ll soon know which works best, as the market will tell us.

For example, in these videos I would imagine the first video is aimed at people with a fairly laidback attitude, maybe baby boomers, who are looking for good quality kitchen sinks, who like high quality products but are more concerned with lifestyle.

The second video seems to be aimed more at people who like the finer things in life and are prepared to pay for them, perhaps buying more to keep up an image than for the practicality.

The second video also suggests a higher cost. The music in both suggests you are buying quality and something you couldn’t get at B&Q!