Hero image

DFS Celebrating everyday sofa moments

Down

The Challenge

DFS was the UK’s leading sofa retailer. But 40 years of becoming well known for sale! Sale! SALE! meant it wasn’t everyone’s cup of tea.
DFS came to us with the ambition to:

  • Evolve its image
  • Broaden its appeal
  • Become well loved.

The catch? Achieve all this, but DON’T drop a sale

The Challenge

The Leap

From discount retailer to value for money manufacturer.

The Leap

The Solution

By bringing to the fore DFS’ heritage and expertise in designing and manufacturing quality sofas, we created a campaign that revealed the emotional, physical and, of course, financial benefit of owning a DFS sofa. The benefits that had formerly been hidden by the focus on SALE.

The Solution

The Result

Significant volume and value growth has been generated by huge improvements in customer consideration, stimulated by DFS being 65% more well loved, and by the brand being seen as more friendly and trustworthy. And all this was achieved despite a 15% decline in media spend.

The Result

More Case Studies

  • Fiat 500X
    Power of X with Dynamo
  • Virgin Trains
    Be Bound For Glory