Define
Carpet sales in the UK have been in decline. While no one rejects carpet, it had become less fashionable and not an active preference. We were tasked by carpet consortium, The Fifth Wall Group, to make people replace their carpet more often; driving emotional preference and making it a want, not just a need.
Design
We developed a solution that would revive the nation’s love affair with carpet by presenting it in a fresh light.
Initially we created a brand, Fun On The Floor, which existed to engage and inspire people with the possibilities of carpet.
We then developed a fully integrated campaign which included the following:
- Design ambassador for PR
- Experiential house
- Website
- Poster, press, online & inserts
- In–store POS & trucks
- DM & trade campaign
Deliver
The Funonthefloor.com website was included in 66 articles and reached 76 million people, with 80% of those acquired online.
The experiential carpet house — discussed in 48 articles reaching more than 25 million readers — was instrumental in conveying the message that carpets can transform a home.
Since the launch of the campaign there has been a notably positive shift in people’s attitude towards carpet.
