Redefining the carpet buying experience and the company by adding a sense of fashion.
When Cavalier Bremworth created two innovative and sustainable Solution Dyed Nylon carpets they looked to Federation for a category breaking re-launch that would create a rapid shift in consumer perceptions. The iconic and memorable brand campaign embodied the gravity of their decision to redefine their business from the inside out. A World of Difference became an internal mantra as well as a consumer promise, extending effortlessly into each brand touch point.
Research showed our target market took decisions around the brand, cut and style of their carpet in the same way they choose their personal fashion style.
Every element of the carpet buying experience has been considered and reinvented. From the TVCs to the new website with educational video content, through to the fully redesigned in-store experience, collateral, brochures and even elegantly designed carpet sample takeaway bags. By drawing a strong link between carpet and fashion, Federation transformed Cavalier Bremworth from a trusted brand in a tired category to an unexpected brand with a global feel.
The campaign launched with a 60sec brand ad, featuring the three hero carpets – Wool, Siren and Valour. The launch was supported with three 30sec product spots that delved a little deeper into the benefits of each hero carpet.
The website redesign allowed us to engineer the online carpet research and purchase experience from the ground up.
We empowered customers with impartial advice and helpful tools like the Buying Guide, In-store Checklist and Carpet Selector. Users could save their favourite carpets to a Wishlist and order free samples too – getting carpets into the homes of potential customers even before they've visited a store.Launch site
Cutting though at the retail level is a tough challenge, where competition is fierce and where large competitor brands often incentivise the sales staff to sell their products over any other.
Our challenge was to make Cavalier Bremworth so irresistible to the consumer, that sales intervention is futile. Our bold new point of sale stands, with integrated iPads for online ordering, have proved very popular with the sales team and customers alike.