CASSIES Bronze: Leon’s family-friendly furniture

The furniture retailer and Taxi picked up two trophies for increasing foot traffic in stores through the "Part of the Family" campaign.

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This article appears in the March 2018 issue of strategy.

+ Bronze: Building Brand Equity
+ Bronze: New Brand Positioning

For years, Leon’s relied on promotion-based advertising to drive store traffic. However, this created the perception of discounts and outdated styles. The retailer needed to reposition itself with younger shoppers for future growth.

Running nationally from March 2016 to July 2017 and supported by a $5-plus million budget, the “Part of the Family” campaign by Taxi shifted Leon’s from promotions to communicating its role in Canadian homes.

Many Canadians feel overwhelmed and intimidated by design. Style can be a bit of a gamble – will I still like this in a decade? People don’t want precious design, they want homes that are styled for real life. Leon’s wanted to show that it offers furniture that is part of the family.

A TV spot presented the brand’s products across a range of living scenarios, such as the whole family (including the dog) sleeping on a mattress, or kids (and even dads) playing on a cross-sectional sofa. “Part of the Family” was introduced with in-store signage, videos and flyers.

Results

As of mid-July 2017, sales had increased 4.6% versus the year prior, in line with a 5% increase in store visits among the 30- to 40-year-old target.