Courts: 'Wouldn't it be lovely to build Courts' business and win an APG?'

Courts furniture stores needed to get more shoppers into its Mammoth Superstores. Its previous ‘Mr Wonderful’ campaign had made it famous but had left consumers with impressions that low prices meant ‘cheap and nasty’ rather than ‘good value’.
Agency: WCRSAuthor: Judith Blundun

Courts Mammoth Superstores Wouldn't it be lovely to build Courts' business and win an APG Creative Planning Award

BACKGROUND

If you are aged between 25 and 45, live with your other half and your children in your own home, and are neither at the top nor bottom of the class spectrum, you're in Courts' target market. And if you are, you must have seen Courts 'Mr Wonderful' campaign. Remember the Liberace-type in the blue lurex jacket? He bounds through the store singing 'See you all in Courts'.

This campaign, devised by...

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