Oz Design Furniture rebrands and launches TV campaign
Furniture and homewares retailer Oz Design Furniture has launched its first major TV campaign in more than eight years to spearhead its rebrand.
The rebrand and new campaign has been created by retail specialist agency IdeaWorks and aims to position Oz Design as “The Home of Options” within the $6bn home furnishings market.
IdeaWorks CEO Jon Bird, said: “The GFC had a considerable impact on the homewares and furniture market with most of the leading retailers having to discount stocks and consumers deferring non-urgent purchases.
“Oz Design maintained a media presence throughout the downturn, but over the last 12 months, we have worked with the Oz team to refresh their entire brand in anticipation of the market picking up.”
The agency said that while many categories offer customers a wide range of choices, options in the furniture market are limited.
To dramatise this point, IdeaWorks used choice-rich categories – like coffee and shoes – to draw comparisons with the range of options at Oz Design Furniture. It is linked by the proposition “If only a furniture store gave you this many options”.
The campaign is scheduled to run across TV, Magazines, POS and online, and is also reflected in graphics in stores.
Meanwhile, furniture chain Adriatic Furniture recently signed up Melbourne socialite Lillian Frank to star in its advertising which pokes fun of its positioning as the brand “those rich people don’t want you to have”.
Credits:
- Client: Oz Design
- Agency: Ideaworks
- Group account director: Sumeena Parimu
- Creative director: (writer) Paul Knights
- Art director: James Gali-Barrow
- Music: Buzz Pringle
- Prod’n house & post prod’n: Frame Set & Match
- Media agency: Mediaedge:cia
Tim Burrowes founded Mumbrella in 2008. He worked on Mumbrella until 2021. At various points he was editor, content director and editor-at-large.
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what a great little campaign…
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