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DFS Making Great Brits more comfortable

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The Challenge

“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.

The Challenge

The Leap

From sofa retailer to proud British sofa manufacturer

The Leap

The Solution

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.
The Solution

The Result

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%.

The Result

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