Campaign details
Brand: DFSAdvertiser: DFSAgency: krow communications; MediaCom
Summary
To hit growth targets, DFS needed to attract a more affluent sofa shopper by broadening its appeal. It was critical, however, to address the balance between the competing needs of short-term sales driving activity and long-term brand health goals of increasing brand consideration and love. A multi-year strategy positioned DFS as a more realistic, revealing, popular, and likeable brand without downplaying the price offers it was famous for. Advertising campaigns featuring animated characters celebrated the production and quality testing of its sofas, with British Heart Foundation...