Foot traffic was down. Recall of their TV spots was poor.
People don’t buy furniture. They buy moments.
We gave the brand emotional appeal by defining its identity in a way people could relate to and believe in. In a world where consumers aren’t loyal to specific furniture brands because most of it is similar to each other, we stand for moments that occur in one’s home. But not rose-colored Hallmark moments – those are expected and cheesy and not realistic. We wanted to elevate the inane. Those are the moments we all have. Those are real. And those are lovable.
30s "DUVET BALLET"
30s "AFTERNOON DELIGHT"
30s "EXERCISE BIKE"