Freedom | 27 Scary Days for Ugly Furniture
The problem
In the early half of 2010, annual growth of retail spending in Australia had hit a nine year low and reluctant consumers were simply refusing to spend. Freedom needed to create clearance communications to cut through the competitive “% off price wars” and give reluctant shoppers a reason to walk through their doors, boosting footfall & ultimately driving sales. We needed to amplify the event beyond bought media, and get an increasingly disengaged audience to take the first steps to upgrade their outdated furniture & homewares.
Consumer insight
My home’s a never ending project. There’s always something else on the list to do/buy, but I can only afford to do one thing at a time.
Brand insight
Throw your list out the window, free your mind and unleash your inner stylist with our Mid Season Sale. We have the furniture and homewares to excite and inspire you at prices you can’t afford to ignore.
The powerful truth
You can Replace Everything with our Mid Season Sale.
The solution
We created a retail sales event – 27 scary days for ugly furniture – which forced Australians to take a long hard look at their less-than-loveable, begging-to-be updated furniture and homewares, placing below-par furniture at risk across the country. Shoppers could throw their home decorating “lists” out the window – with the Freedom clearance, they had no more excuses for daggy décor. We proposed a challenge: show us your shameful sofas, tasteless tables and dated dining chairs. We invited people to upload their ugly furniture for a chance to win its replacement.