Bruni Dunn won the Carpet Court business in 2012 by demonstrating how an integrated creative platform would work across all consumer touch points.
Carpet Court’s business objectives were simple: to own the flooring category (that is, to be number one for sales and to be the number one store network Australia wide).
The key consumer insight was based on qualitative research findings and is summarised as:
“Decorating can get overwhelming. It’s hard to know where to start and how to get the look I love.”
Everyone wants their home to reflect their individual tastes and be a place where they can relax, entertain and be themselves.
Renovations come with a high level of stress and anxiety – it’s expensive, scary and the process can put pressure on all involved.
The more Carpet Court can help make the process of designing a room easy, less stressful and give the customer the tools and advice they need to bring their ideas to life, the more Carpet Court will become a loved brand by home renovators.
The core of our creative idea was the use of Interior Designers as presenters for the brand.
These specialists bring their credentials in interior design, decorating, styling, soft furnishing and décor expertise to Carpet Court to ensure the brand is seen as “on-trend” and to take the mystery and anxiety out of redecorating.
So, along with Carpet Court’s in-store and online tools, our interior designers can help you turn your inspiration into a room you’ll love. But, it is the flooring that is the essential first step in redecorating.
We understand that flooring is just one aspect of interior design, but with any project “it all starts with the floor”.
Carpet Court is then seen as being the essential first step in the decorator process.
Contemporary, stylish, fashionable, expert advisors.
Connect with female home renovators who are leading the interior design decision making on an emotional and rational level.
“I love that” and “I can do it”
It’s relevant, ownable and distinctive for Carpet Court.
It’s based on an absolute decorating truth – it all starts with the floor. Get that right first and everything else flows from there.
Most people don’t know where to start when designing a room and how to make it work. Carpet Court empowers customers to make better design decisions and help make their ideas work in the room.
Carpet Court launched a fully integrated consumer campaign involving TV, magazine and online featuring two interior designers positioning the store as the essential first step in the decorator process with the phrase “LOVE THE LOOK”.
Since the campaign launch, Carpet Court has taken all creative duties in house. Despite this, we remain very proud of the extensive, in- depth strategy and creative work we did on the account. The positioning for Carpet Court lives on today.
If you’ve seen something you like, want to know more about something we’ve done, or simply want to catch up for a drink of something, we’d love to chat… over the phone, over a boardroom table, over a lunch or over social media.
Dial up: +61 3 9521 7722
Drop in: 8 Grattan Street, Prahran, VIC 3181