American Signature Launches New Advertising Campaign

August 5, 2015  by in Advertising, Industry   

“How to Buy the Perfect Piece” includes six television spots as well as radio, print, digital and social, and is the first work from The Richards Group, which was named ASI’s agency of record in April 2015. The campaign began airing yesterday, Aug. 4, and will air through 2016 on network television, national cable and network radio outlets. It highlights how ASI, which is the parent company of Value City Furniture and American Signature Furniture, helps customers find the right home furnishings to fit their lifestyle with a variety of furniture styles, value and superior service. 

“We believe everyone deserves a well-furnished life and furniture shopping should be enjoyable,” said Scott Binger, executive vice president of marketing for ASI. “Our goal is to convey to customers that ASI has the resources for a stress-free experience to help them find the exact piece to personalize any space.” 

The 15- and 30-second “Anything But” spots show a couple taking extreme measures to avoid the search for a new mattress until they discover ASI’s three-step purchase process. In the 15- and 30-second “Binge Watching” spots, a family demonstrates how their perfect sectional fits into their television time together. 

“When we talked to customers, it was immediately clear they feel a lot of responsibility to create an appealing home,” said Rhonda Contreras, principal of The Richards Group. “We wanted to honor how seriously they take that job, but to lighten it up a bit. These are short, relatable stories that marry the hunt for just the right find with the surprisingly easy and enjoyable process that ASI delivers time and again.”