CHALLENGE:

Every now and then, as marketers, we are presented with a product that truly is revolutionary. This incredible, space saving line of furniture from Italy was making it’s first appearance in Canada. The product would be carried in Canada by Resource Furniture, the first licensee ever issued by the parent company in New York City. Even with a product as innovative as this, the challenge is identifying your markets and end users and then reaching them strategically.

IDEA:

The marketing and advertising strategy for this client ended up with several layers. As a product, it had 3 distinct income streams; end consumers, designers and developers (B to B and B to C). While the messaging of ads and promotions would have to be slightly different between tactical and strategic applications, the one common, and obvious selling feature, was live motion. With furniture as versatile as this, seeing them in action all but sold themselves. BONE took the lead and developed, wrote and produced a promotional video that showcased the furniture’s incredible versatility and style. The video was then incorporated into an interactive user-interface that could be launched from a DVD, which was part of a promotional package that was distributed to interior designers and developers. Through strategic social media campaigns, clever ads and teasers were used to drive potential customers to the web where they could view these amazing products in action.

RESULT:

In only a few short months, Resource Furniture has already made a huge impact with the local design and condominium developer. Resource Furniture’s success has lead the company to plan showrooms in Vancouver and Seattle.