Sofology - Nothing Feels Like
Sofology competes in an increasingly crowded market. On the one side, the traditional bricks and mortar retailers. On the other, new independent, online retailers. Driving change, and growth, with new customer experience ideas, about how people can buy sofas. In the middle sits Sofology. A relative newcomer; modern, colourful, and slightly quirky. That for some of its customers, felt a little too premium for the Retail Park.
Across the sector, we saw a ‘sea-of-sofa-sameness’. Motionless product imagery, set in lifeless, staged worlds, that felt empty of real people, and real life. And failed to make a meaningful connection to the emotive role that sofas play in peoples’ homes. As the place where we spend so much of our life. Where families and relationships come together. And where real life memories are made. All the more-so, since Covid. We identified a new growth opportunity, as the ‘boutique on the retail park’. Balancing their existing aspirational credentials, with accessibility. To position them as a mainstream premium retailer, that taps into the sofa moments in people’s lives. Then developed a new creative platform of ‘Nothing Feels Like’.
In a too-rational category, it’s first and foremost about the emotional side of sofas. Specifically, the feeling of being on a sofa you love. But it’s a platform that also connects across the customer journey, framing choice, and design, and the in-store experience, and customer service… right through to the value Sofology offer their customers.
In TV and Print, we worked with Helena Bonham-Carter, creating an upside down home-world, where nothing is as it should be, other than Sofology. Championing that ‘aah’ moment, when Helena falls onto her sofa, and re-sees everything as it should be. And then pushed this emotion, and a newly playful tone of voice, through a hard working campaign of brand and performance, to bring to life the different, always relatable sofa moments.
We have created new, more distinctive guidelines for the brand, covering everything from image, to IFC, to the delivery confirmation email. Then worked in collaboration with Sofology’s in-house team, to produce hundreds of campaign assets.
In tracking the campaign, research agency System1 reported that the combination of branding, and emotion puts our ‘Nothing Feels Like’ campaign in their top 2% of comms, ever, for sales potential. Which happily, is now being reflected in actual sales.
