Pine Discount Furniture

Pine Discount Furniture

The Furniture Revolution

Campaign Development·Print·Video production·


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 first choice for discount shoppers.

Pine Discount Furniture

Introducing Pancho

The first task was to develop the brand re-positioning strategy and creative concept for the campaignWe then developed all of the campaign elements to re-launch this brand, gain top-of-mind awareness and to improve the likability factor amongst discount shoppers.

Teaser TVC campaign

We aired a series of quirky 15-second teaser spots on free-to-air TV in Perth metro and regional WA for two weeks prior to the product campaign launch. These TVCs were completely un-branded, focusing solely on generating intrigue 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 to product-centric TVCs featuring Pancho as the voice-over and as the revolutionary hero in the top and tail end, with the unbeatable product offerings as the meat in the sandwich.

The Furniture Revolution campaign was then simultaneously rolled out online, in-store, in press and in catalogues.

Pine Discount Furniture • Image 1 Pine Discount Furniture • Image 2

The Result

We successfully launched the first phase of the Furniture Revolution, with Pancho well received by the target market and helped to boost sales.

Pine Discount Furniture

In their own words

“Milkable represents the perfect fusion of youth and experience. A brilliant team that delivers results!”

George – Pine Discount Furniture


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