Coricraft is a luxury furniture company in South Africa. They needed to refresh their image and reach new consumers. The awareness amongst the younger generation was low and they wanted to break into the young professionals. Consumers looking to buy their first 'proper' furniture sets, did not know of Coricraft and this needed to change.
The campaign idea is 'It's much more comfortable on a Coricraft' lending to the idea that when you're sitting on a Coricraft, even the most uncomfortable situations become comfortable. This was then rolled out into digital and ambient. As it was a pitch, all work is suggested and scamped.
We went on to win this business.
The print campaign illustrated a series of 'uncomfortable' situations that became more comfortable due to the presence of the Coricrafts.
Signal Hill is a spot known by Capetonians for watching the sunset. People bring blankets and picnics to watch the sun set over our city. We proposed an activation where Coricraft couches would be delivered right before sunset, exposing the brand to new consumers, allowing them to test the product in a new environment. It meant that people not avidly looking for furniture could experience the product in a new and exciting way. It also allowed for great online and PR exposure.
The second stage of the ambient executions was to replace usually uncomfortable furniture with Coricraft products. Again, reaching consumers away from the store and making usually uncomfortable situations (airoplanes and dentist chairs) comfortable.
To continue the campaign, we created a digital instore application that makes the purchase ofcomfort more comfortable. Potential customers are urged, via the existing website, to snap a quick cell phone photo of the space they wish to furnish.
Once in store they quickly download these images onto a central server via existing Android
or Bluetooth technology.
The App allowed potential customers to insert, manipulate and view any item in the Coricraft range in position, in their chosen space. This allows the customer to see exactly what the new Coricraft product will look like in their home, making it much easier to make a comfortable call concerning purchase.
The consumers were then able to share their new potential furniture, whether on social media or just to email to themselves. It creates a safe and comfortable way to purchase furniture by allowing customers to see exactly what the piece will look like in their home before buying.