Varier Furniture Promo THE BRAIN DESIGN PROJECT by Dist Creative

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

Credits & Description

Category: Best Online Advertising in a Promotional Campaign
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: Internet - Own Microsite - January 15th 2012
Media placement: Live Stunt - Furniture Fair In Cologne Germany - January 17th 2012

Describe the objective of the promotion.
The Variable Balans chair has been a design icon for over 30 years. The problem: sales numbers have decreased over a long period of time.

Brief: Relaunch the chair on the global market, with a limited budget.

Key insight: Both customers and retailers of today don't know about the chair's 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.

Objectives: Promote the Variable Balans as the perfect homework chair for children, and increase sales globally.

Describe how the promotion developed from concept to implementation.
Strategy: Communicate this story to customers and retailers, by demonstrating the chair's unique product benefit.

The idea: Design a Limited Edition series of the chair, using its own functionality. The result: The Brain Design Collection - The world's first brain-designed furniture.

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

Explain why the method of promotion was most relevant to the product or service.
To tell the world about the collection, we made a website where you can get to know the children and see how they created their very own design. The target audience find a lot of inspiration on the web. Therefore, an online PR strategy targeted relevant blogs and websites.

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

Describe the success of the promotion with both client and consumer including some quantifiable 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 project got massive attention on design- and interior websites, as well as in social media.

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

Europe has increased by 119%, and the US has increased by 100%.

And all this, with no media investment.