From ‘plastic fantastic’ to IKEA’s biggest threat.
Brand Strategy | Creative platform | Integrated campaign | Connections Planning
We are the best versions of ourselves when we’re in the comfort of our own homes.
This is the simple insight that sits behind ‘When it feels like home, you feel like you’, a brand and retail platform for Fantastic Furniture.
After decades of discount prices & package deals, 64% of consumers saw Fantastic as poor quality and cheap. Even their own customers were embarrassed.
We needed to stop Aussies from being ashamed of buying Fantastic Furniture.
‘When it feels like home, you feel like you’ proves that with everyday low-prices and on-style furniture, Fantastic enriches Aussie homes, allowing life’s precious moments to play out.
The campaign invites the audience to quietly observe real and unguarded moments of comfort, humour and honesty, all set to the backdrop of Fantastic Furniture.
We turned shame to fame, grew consideration by 5%+, dropped perceptions of ‘cheap’ by -3.91% and lifted perceptions of ‘value for money’ by +4.99%.