‘Sale’ signs are so ubiquitous these days that retailers often struggle to cut through the clutter and get their discount offers noticed. This was the problem facing Brazilian furniture retailer, Tok & Stok, and its solution was one of the most innovative poster campaigns of the past few years.
In Brazil, Tok & Stok has built up a reputation has a high-end furniture retailer. Its design style is minimalist, uncluttered and clean and this had to be reflected in its advertising campaign. It was also imperative that Tok & Stok drew a large crowd for the sale as it was its biggest of the year and the retailer had a new range of stock waiting to go on display.
The posters were designed to look like furniture and left in places that would surprise and amuse the public. Some were made to look like tables, some chairs; others were rolled up into a cone and attached to the walls of malls and give the impression of lampshades. Every poster was almost entirely white with a simple Tok & Stok logo and discount offer, relating to the item the poster was suppose to represent, in one corner.
The posters gained a lot of attention in Brazil and enhanced Tok & Stok’s reputation for sophisticated furniture solutions. The interest translated directly into sales with the retailer selling out of its discount stock in a matter of days.
BRAND: Tok Stok
BRAND OWNER: Tok & Stok
CATEGORY: Retail
REGION: Brazil
DATE: Aug 2009
AGENCY: DDB Brasil
MEDIA CHANNEL
No comments:
Post a Comment