Sofa specialists, Sofology, is et to launch a new £22m CGI advertising campaign in a move to change market conversation.
The ‘Little Things’ brand campaign, voiced by actor and writer David Duchovny, will launch across TV and digital channels from Monday 20 August, airing first on ITV at 7:55pm.
Sofology is determined to put the focus back on what really matters – being at home, safe and warm, and feeling comfortable on your sofa. In an industry which has been populated by commission based sales and clearance offers, Sofology “leads the way”, focusing on the concept that every customer that walks through their door is left feeling at home on a sofa they love.
With most people spending nearly every day on their sofa over a seven to 10 year period, the concept explores the importance of the right sofa choice and what part that plays in truly feeling at home; evidencing that the right sofa is key to your comfort, ultimately making life that little bit better.
The ad, which uses extensive CGI, brings to life all of the small components and molecules of a sofa. It focuses on all of the ‘little things’ that make up a beautiful piece of furniture, from craftsmanship to attention to detail, the stud detailing or plush cushion filling. The ad will evoke the magic within people to think about all the little things in life that make them happy.
Ethereal, abstract elements weave and grow as the advert develops, turning into recognisable features such as textures and detailing.
Jason Tyldesley, CEO at Sofology, goes into detail around the fact that “Sofology lead on design.” He adds: “We create inspiration in the key market thematics. Comfort is subjective and sofas are personal. We are a business that cares about long term value for customers and have a team of Sofologists that are dedicated to finding a sofa that suits our customers perfectly.”
The £22m campaign, created by independent creative agency, Brave, will launch on Monday 20th august I will also run across digital, social channels and be available to view in store.
The campaign aims to drive awareness and customer consideration, showing that Sofology knows the importance of feeling relaxed and safe in your only real sanctuary.
Unique and exclusive product ranges are at the forefront of the campaign, including the Persia and all new Emperor, as well as an exciting new product to be announced in October.
Andy Leadbetter, CMO at Sofology, explains: “Many people choose their sofa based on an offer, price or deadline. 43% of people regret that choice. Considering you sit on your sofa for a good seven to 10 years, it’s imperative that our messaging supports the comfort of our customers.”
“We want to change the conversation around sofas to be more customer focused. We understand that the little things in life, like sitting down on your sofa at the end of a long day, are crucial to how people feel. There is beauty in the little things around us.”