City Furniture Develops Hip Lifestyle Commercials

August 30, 2012  by in UnCategorized   

By Home Furnishings Business in Advertising on August 31, 2012

Home Furnishings retailer City Furniture is unveiling a new series of commercials for its South Florida market just in time for the Labor Day weekend.

In developing the campaign, the retailer looked at the market from a global perspective.

"We analyzed world trends and studied how people interact with their surroundings and found that home was more than just product and price, it was the universal center of family life," said Mike Lennon, senior vice president of marketing at City Furniture.

"Instead of focusing on numbers and a purely analytical approach, we wanted our new campaign to embrace multiculturalism, environmentalism and a deeper understanding of how families relate to their homes and each other." said Vanessa Northrop, marketing director.

The five-spot campaign is the culmination of several years of some deep soul searching by the marketing team at City Furniture and a new collaboration with Tinsley Advertising. 

The first spot is called "Habitat" and highlights the diversity of architectural styles and unique interiors that make up the South Florida lifestyle. The second spot called "Build a life" shows how furniture becomes part of your family and is intertwined with our lives. The next three spots "Green", "Community", and "Make it good" show sides of City Furniture that most people have never seen.

The ads can be seen online.

The campaign has a mellow vibe with soft focus and original, acoustic music. This is in stark contrast to the hard sell environment that furniture is often sold in.

"We're asking people to let us into their homes instead of breaking down the door," Lennon said. "Our goal is to connect people and families to their community and the environment, and to let our customers know that we have the most tasteful designs and the best values for the kind of life they actually lead."

The spots will run in rotation with promotional commercials that will highlight great values on well-made furniture.