A Sofa Calamity
The Headscratcher
The winter period is the busiest time of year for sofa purchases and is the most active in terms of competitor activity.
How could we stand out in a congested marketplace and continue to demonstrate our comfort superiority, while also prodding people who were dragging their feet to stop putting up with a sofa that was no longer right for them.
The Big Positive Impact
We created a winter campaign under the banner of the ‘The Grand Comfort Sale’ and brought to life the benefit of what we’re selling to people, comfort that is right for them and their family.
Using our much loved brand characters of Wallace and Gromit and their family of sheep we were able to dramatise the importance of getting home comfort right and that only DFS were up to the task.
Our use of Wallace and Gromit TTL allowed us to ensure consistency at every touchpoint and maximise brand recognition across the campaign
The Headlines
Against the backdrop of a National Lockdown and stores being closed, DFS enjoyed a strong winter sale with ‘The Grand Comfort Sale’ campaign delivering a 75% increase in online sales, a build in reputation and the maintenance of DFS #1 position as the most considered sofa brand in the category
More Work
50 Years of Comfort
Celebrating 50 years of comfort on the most important piece of furniture in the home.
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Help That Lasts
In the face of the cost of living crisis, this MSF ad convinces donors that regular donations make a genuine difference.
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