The challenge for Furniture Village was the stand out in a crowded market by moving away from the price-led market and focusing more on becoming a quality brand. They wanted to be seen and and known as a furniture retailer for grown-ups.
As furniture buyers hold off purchases to take advantage of the winter sale periods, their choice of retailer is influenced in the weeks leading up to and beyond the start of these sale periods. The association of the retailer and ITV's quality Christmas schedule create the perfect partnership of two brands who share the values of quality and trust and one which would form part of the customers pre-purchase research/store visit.
Their idea was to borrow ITV's scale and brand perception by sponsoring ITV's Christmas programme package. The Christmas package meant they would be able to reach a variety of demos and audiences, particularly ABC1 Women. As well as catching people when they're watching a lot of TV in the run up to the January sales.
27m Individuals saw Furniture Village’s 2017 Christmas sponsorship
50m Of all Adults saw the sponsorship
54% Of Housewives saw the sponsorship
ITV Village - Christmas
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