The Problem/Opportunity
Having built up a successful 10-store discount furniture chain in Perth and regional WA, Pine Discount found themselves facing intense competition and asked us to find a way to re-position and revolutionise their brand as the firstchoice for discount shoppers.
Introducing Pancho
The first task was to develop the brand re-positioning strategy and creative concept for the campaign.We thendeveloped all of the campaign elements to re-launch this brand,gain top-of-mind awareness andto improve the likability factor amongst discount shoppers.
Teaser TVC campaign
We aired a series ofquirky 15-second teaser spots on free-to-air TV in Perth metro and regional WA for twoweeks prior to the product campaign launch. These TVCswere completely un-branded, focusing solely ongeneratingintrigue and affection for Pancho, well before he was associated with Pine Discount.
Product campaign
After the initial two-week teaser campaign, we then turned our attention toproduct-centric TVCsfeaturing Pancho as the voice-over and as the revolutionary hero in the top and tail end, with the unbeatableproduct offerings as the meat in the sandwich.
The Furniture Revolution campaign was then simultaneously rolled outonline, in-store, in press and in catalogues.
The Result
We successfully launched the first phase of the Furniture Revolution, with Pancho well received by the target market and helped to boostsales.
In their own words
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