Fantastic FurnitureCase Study Brand StrategyCreative & CampaignsAlways-On & SocialContent & ConnectionsProduction

When Fantastic Furniture first came to us, they had a new logo but no brand story or unique positioning for the brand. Over 5 years, we've defined and crafted their brand story - bringing it to life in brand campaigns, tactical campaigns, always on, in-store, in B2B and internally. During this time we’ve contributed to considerable businesses growth, taking Fantastic from a sales target of $415 mil per year to $650 mil in 2022.

+156%

sales YOY (5 years)

-3.19%

perceptions of cheap

+5%

value for money

+5%

consideration

AN ENDURING BRAND PLATFORM TO SHARE ‘FANTASTIC’ STORIES.

We Positioned Fantastic in a white space against IKEA, Amart and Freedom Furniture by looking at what the brand offered the consumer, which was aspirational furniture at a bloody good price.

To make this positioning relevant with consumers, we uncovered a simple insight that would underpin their brand strategy and all communications and activity moving forward.

Once Fantastic Furniture leaves the store, it’s no longer just furniture. It becomes the enabler of all of life’s little moments that makes a house a home.

‘Find Your Fantastic’ asks the audience to enrich their homes with our Fantastic products & stories.

A BRAND CAMPAIGN TO INCREASE CONSIDERATION BY SHOWING VALUE FOR MONEY IS A BEAUTIFUL THING.

After decades of discount prices & package deals, Fantastic Furniture had a problem with 64% of consumers seeing them as poor quality and cheap. Even their own customers referred to them as ‘plastic fantastic’.

We needed to stop Aussies from being ashamed of buying Fantastic Furniture.

Our brand campaign, ‘When It Feels Like Home, You Feel Like You’ became a statement of truth proving that with everyday low-prices and on-style furniture, Fantastic Furniture can help to enrich our homes by allowing life’s precious moments to play out.

The campaign invited the audience to quietly observe real and unguarded moments of comfort, humour and honesty, all set to the backdrop of Fantastic Furniture.

COMBINING CREATIVE, MEDIA AND PRODUCTION TO CREATE RELEVANCE AND ATTENTION AT SCALE.

We combined customer data with creativity and production thinking to develop 22 relatable scenarios across 3 audience skews, brought to life in 70 pieces of channel perfect creative which helped minimise programmatic fatigue and keep audiences engaged.

TACTICAL CAMPAIGNS TO REAFFIRM PRODUCT QAULITY.

Fantastic Furniture was born in Sydney’s west with a belief in giving all Australian’s the opportunity to purchase affordable and stylish furniture at a ‘Fantastic’ price.

The ‘Aussie made’ message continues Fantastic’s journey to improve perceptions of quality and justify necessary price increases caused by inflation.

This tactical campaign celebrates Fantastic Furniture’s Australian-made story, showing how buying Aussie-made Fantastic feels as comfortable as their furniture.

TACTICAL CAMPAIGNS TO INCREASE SALIENCY OUTSIDE OF KEY PROMOTION PERIODS.

Tactical campaigns to build relevancy and new news outside of Fantatsics key sales periods.

Like Getting Aussie’s to trade in a scary sofa for a fantastic one.

There’s nothing scarier than a ratty old sofa that someone has kept for way too long. Stained, saggy and definitely seen better days. We’ve all got a story of a scary sofa or know someone who has one. So for Halloween we set out to find Australia’s scariest sofa stories and turn them into Fantastic ones.

The campaign activated through PR, social, content and media partnerships with KIIS and Spotify.

PULLING THE BRAND PLATFORM AND DISTINCTIVE ASSETS INTO RETAIL.

‘Find Your Fantastic’ is used as a call to action during key sale periods and with other initiatives targeting key occasions throughout the calendar year.