Varier Furniture Promo, Case study THE BRAIN DESIGN PROJECT by Dist Creative

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THE BRAIN DESIGN PROJECT

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Industry Household maintenance & pet products, Home Furniture
Media Promo & PR, Case study
Market Norway
Agency Dist Creative
Creative Eivind Solberg, Torny Hesle, Ingrid Lea, Thale Hoy-Petersen
Released January 2012

Credits & Description

Category: Consumer Goods, including FMCG and Household Products
Advertiser: VARIÉR FURNITURE
Product/Service: THE VARIABLE BALANS CHAIR
Agency: DIST CREATIVE
Creative Director/Creative: Eirik Sorensen (Dist Creative)
Creative Director/Creative: Finn Knudsen (Dist Creative)
Creative: Ingrid Lea (Dist Creative)
Creative: Torny Hesle (Dist Creative)
Creative: Thale Hoy-Petersen (Dist Creative)
Creative: Eivind Solberg (Dist Creative)
Digital Producer: Arnt Scheele (Dist Creative)
Account Manager: Kristian Lyse (Dist Creative)
Account Manager: Morten Isachsen (Dist Creative)
Public-Relations Advisor: Thorbjorn Laundal (Dist Creative)
Public-Relations Advisor: Cecilie Waerholm (Dist Creative)
Marketing Director/NPD Director: Arild Aakre (Variér Furniture)
Marketing Director: Bjorn Pedersen (Variér Furniture)
Production Company: B-Reel (B-Reel)
Media placement: Digital PR - Trendhunter.com, Thefwa.com, Thecoolhunter.com, Thefastcompany.com Etc. - 15-29 January 2012
Media placement: Live Stunt - Furniture Fair In Cologne Germany - 16-18 January 2012

Summary of the Campaign
The Variable Balans chair has been a design icon for over 30 years, but it also has a very unique functionality:
Its sitting position ensures a better blood flow through the body, which provides more oxygen to the brain, resulting in increased concentration. This makes the Variable Balans the perfect homework chair for children.

The problem is that parents of today don't know this. As a result, sales numbers have decreased over a long period of time.

Our task was to relaunch the Variable Balans chair, and demonstrate its unique product benefits to both customers and retailers, on a limited budget.

The idea: The Brain Design Collection - The world's first brain designed furniture.

First, we developed software that could translate children’s brain activity and concentration levels into unique design. Then we invited 3 children from different parts of the world to actually design a limited edition series of the chair.

To tell the world about it, we made a website where you can get to know the children and see how they created their very own design. An online PR strategy targeted relevant blogs and websites.

The Brain Design Collection was launched at the world’s largest furniture fair in Cologne Germany. And to increase attention we invited retailers and journalists to create their own design with their very own brain waves.

So far, the sales numbers have more than doubled compared to the same period last year.

Europe: +119%
US: +100%

And all this, with no media investment.

The Situation
The Variable Balans chair has been a design icon for over 30 years. The problem is that sales have decreased over a long period of time.

Key Insight: Both customers and retailers of today just see the Variable Balans as a design chair. They don't know about its unique functionality: Its sitting position ensures a better blood flow through the body, which provides more oxygen to the brain, resulting in increased concentration. In other words: The perfect homework chair for children.

We needed to tell the world this story, on a limited budget.

The Goal
Goal: Relaunch the Variable Balans as the perfect homework chair for children, and increase sales globally.

The main target audience is interior-design oriented parents, but in order to increase distribution, we also needed to get retailers' attention. The target audience spend a lot of time on the internet, searching for inspiration on blogs and websites. And the best place to find the retailers is at furniture fairs.

The Strategy
We knew where to find our target audience, but how could we get their attention? With a limited budget, we needed a concept that would create buzz and free media coverage in relevant media.

Strategy: Demonstrate the chair's unique product benefit in a way that would blow people's minds.

Execution
The idea: The Brain Design Collection. We developed a software that could translate children's brain activity and concentration levels into unique design. Then we invited 3 children from different parts of the world to actually design a limited edition series of the chair.

To tell the world about it, we made a website where you can get to know the children and see how they created their very own design. And you can easily purchase the chair from the webshop.

An online PR strategy targeted relevant blogs and websites, and the website was optimised for sharing in social media.

The Brain Design collection was launched at the world's largest furniture fair in Cologne Germany. And to increase attention, we invited retailers and journalists to create their own design with their very own brain waves.

Documented Results
The Limited Edition series of Variable Balans is now available in stores world-wide, reminding sales personnel and customers, what the Variable Balans is all about.

The Brain Design Collection got massive coverage on interior design websites, which generated a lot of buzz in social media.

So far, the sales numbers have more than doubled compared to the same period last year.

Europe: +119%
USA: +100%

And all this, with no media investment.