Fab-u-lous Fussiness
Red Consultancy
Client: Sofology
Sofology has long understood that its customers were the fussy ones and prided itself on being there for the delightfully hard to please. No colour shade, swatch match, or sofa test session was too much for Sofologists - the trained, in-store professionals. So its latest “So Fussy?” campaign brought its refreshed tone of voice to life with a bold, humorous hero film that placed the brand’s “championing fussiness” ethos front and centre. Anchored by discerning Strictly Come Dancing judge Craig Revel Horwood as the brand’s new Head of Fusstomer Experience, the film shows Craig putting Sofologists through their paces alongside key product ranges at a Sofology store. With the hook of undertaking his own personal home renovation, Craig and the film delivered an entertaining, authentic and apt narrative that resonated with audiences. The impact was significant: the wider campaign achieved 269 pieces of coverage with the hero film integral to generating these high quality, well-messaged pieces. The film or photographs taking during the film shoot featured in 97% of coverage.