Turning DFS from a value brand into a brand that people value

DFS, a furniture brand, explains how it partnered with various brands and redesigned its TVCs to become more engaged with, and relevant to, its target in the UK.

Campaign details

Brand: DFSAdvertiser: DFSAgency: krow communications; MediaCom

Summary

To hit growth targets, DFS needed to attract a more affluent sofa shopper by broadening its appeal. It was critical, however, to address the balance between the competing needs of short-term sales driving activity and long-term brand health goals of increasing brand consideration and love. A multi-year strategy positioned DFS as a more realistic, revealing, popular, and likeable brand without downplaying the price offers it was famous for. Advertising campaigns featuring animated characters celebrated the production and quality testing of its sofas, with British Heart Foundation...

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