THE 2011-12 SIMPLY SOFAS CAMPAIGN RESONATES IN THE FURNITURE MARKET WITH
A REFRESHENED 'SO FA, SO GOOD.TM'
One year after its reincarnation, Simply Sofas reached out to the big south with an all-new campaign. The campaign uses 3 creatives at this first phase, in outdoor, print and online mediums. Targetted at the high networth individual and the young rich, it has in 2 months enhanced regsitration, penetration and business in the primary markets, reinforcing the status of Simply Sofas as being the leading premium retail chain brand in the south.
The Indian furniture sector is one of the fastest growing in the country today. While mono-brand stores suffer heavy rentals and slow growth, multi-brand stores develop significant advantages as long as they build trust and competence. Simply Sofas offers Europea living, dining and home theatre furniture across 4 stores in the south. The creative strategy. The idea was built around 'enduring relationships between man/woman and sofa', bringing into focus therefore, build quality (aka So fa, so good.TM). Dramatic lighting, wide sets, the intrepid Kartik Srinivasan (photographer) and a fair amount of post work gave the campaign the flavour it has. Two of the ads sport a woman, and one a man. The man was shot at Vijay Mallya's sprawling Kunigal stud farm, sitting - whip in hand - on a neoclassical Italsofa 3 seater.