Koala: Ruggboots – rugs you can wear

Koala, a homeware brand, combined Ugg boots with rugs to create Ruggboots and delivered 30 pairs to Australian media to increase awareness and demand for its new range of rugs.

Summary

Koala, an Australian brand known for mattresses, aimed to launch its new homewares range featuring rugs. Media engagement was key to raising demand for the range, awareness of Koala's sustainability efforts, and bridging the trust gap in online furniture shopping. Inspired by the familiarity and comfort of Ugg boots, we combined them with Koala rugs to create Ruggboots. These cozy footwear items were made from Koala rug off-cuts and provided to the media in recyclable packaging. Slipping their feet into these Ruggboots, journalists were able to experience Koala's new rugs in a novel new way that was memorable, practical...

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