“British Olympic Association signs bizarre new sponsor: sofa makers DFS”
The Guardian Dec 2014
Bring to life the partnership in a credible, mind changing, emotionally relevant and brand enriching way.
From sofa retailer to proud British sofa manufacturer
A fully integrated campaign that made its hero the idea of ‘Quality made in Britain’ by:
Celebrating Team GB’s athletes, DFS craftspeople and employees and the quality output of their hard work
Bringing home comforts 5,418 miles to help make Team GB House in Rio more comfortable.
Spotlighting our shared British pride and competitive spirit.
1 in 2 sofa shoppers were aware of the partnership and we saw a doubling in revenue. Amongst those aware, perceptions of DFS’s pride in British heritage were +89% and producing a quality product +61%. Brand love scores were +83%, consideration +61% and trust + 89%.