Plush Sofas continues to carve out a distinctive position with a new campaign focusing on the leading sofa retailer’s commitment to comfort. Since last year, Plush has been eschewing the well-worn clichés of furniture retailer advertising to showcase its range being enjoyed by dogs and cats – the ultimate arbiters of comfort.
The resulting double digit sales uplift and brand tracking data has shown Plush leapfrogging its competitors for brand awareness.
So to keep the momentum going, Plush is continuing in their collaboration with man’s best friend. The new campaign kicks off Monday with a 60-second film, created by Akkomplice, that focuses on the trials and tribulations of an adorable French Bulldog.
Little Indy is seen facing life as the underdog before being invited up onto the family sofa by his owner as we’re told “We all deserve a little comfort”. The story is set to the soundtrack of “Up Where We Belong”, by Joe Cocker and Jennifer Warnes, best known as the theme to An Officer and a Gentleman.
“In a very competitive market this campaign has been hugely successful for Plush and has driven significant uplifts in showroom traffic and sales, as well as fueling improvements in brand perceptions that have outstripped the entire category” said Plush marketing manager, Wes Kerr.
“It’s great to see such positive results from our advertising, but rather than resting on our laurels we’re expecting this latest installment to drive results for the brand even further.”
The new brand film was directed by Emily Owens of Toffee Studios and will break on national TV and online today, followed by cinema and substantial outdoor, radio and social activation.
Client: Wess Kerr, Plush Sofas
Creative: Akkomplice Group Australia
Creative Director: Kenny Hill
Media: Gravia Media
Production: Toffee Studios
Director: Emily Owens
Producers: Lauren Sellwood, Christina Radburn
DOP: Katie Millwright
Editor: Ian Carmichael
Sound: Alchemy Audio Post Production // Keith Thomas
Post: Pocket Post // CJ Dobson
Dog Trainer: Luke Hura
Culture-leading publisher Highsnobiety continues to evolve its local operations with the appointment of Citizens of Culture as its strategic partner across media operations within Australia. Highsnobiety is a premium global brand dedicated to cultural pioneers, with work spanning across digital platforms, print media, documentaries, cutting edge events, a shopping platform and a full service creative […]
An investigation by British broadcaster ITV has found that Amazon is destroying millions of items in unsold or returned stock. The report specifically focuses on one of the 24 warehouses the company has in the UK. According to ITV News, the destroyed items are largely unused and new, either returned items or those which never […]
Australian fashion brand Witchery has partnered with B Corp GlamCorner as part of GlamCorner’s subscription box offering as the demand for everyday essentials soars. This partnership marks another milestone for the Australian fashion industry towards becoming more circular and introducing more paths to reduce textile waste. Customers nationally will be able to rent more of […]
The media, marketing and creative industries are being encouraged to host their own ‘Curry Club for COVID’ before 30th June to help meet the ambitious $100k target set by its organisers. Curry Club for COVID, which was conceived by long-time adtech executive Peter Bray, sales director at Impact, and is powered by industry social purpose organisation […]
The UnLtd Cup is returning for its tenth consecutive year, marking a decade of soccer shenanigans that’s raised nearly $500,000 for children’s mental health charity, KidsXpress. On July 22-23rd, 28 teams from across the industry will battle it out on the soccer field in the two-day tournament at Sydney University Sports and Fitness Centre, Darlington. […]
Australian-bred company Ultra Commerce has acquired New Zealand-based company Vesta eCommerce, a global software business providing leading product data management solutions. The recent acquisition is a significant move for the business, which is Australian born, owned, and headquartered, but has built out a global presence as it pursues rapid growth in the eCommerce market. Connecting […]