Shaken & Stirred - Influential Brand Profiling and Positioning

DFS congratulates their ‘Great Brits’ ambassadors – Laura Trott, Max Whitlock and Adam Peaty with digital OOH campaign

Throughout the Rio Olympics, DFS are promoting their official Team GB partnership and celebrating the hard work that goes into getting to the top of your game.

The campaign heroes their three Team GB ambassadors – who have all had amazing success in Rio: Cyclist Laura Trott’s two Golds – which also made her the first British woman to win four Olympic Golds [London 2012/Rio 2016]; Gymnast Max Whitlock’s two Golds – his Men’s Floor victory marking Great Britain’s first-ever Olympic gymnastics Gold; and swimmer Adam Peaty, who won Team GB’s first medal by winning Gold for the 100m Breaststroke, smashing his own world record and ending GB’s 28-year wait for a men’s Olympic swimming title.

Krow, the agency behind DFS’ ‘Great Brits’ campaign has celebrated each of them in a series of tactical digital OOH ads and today congratulates them collectively with a ‘gold’ themed digital OOH campaign which is live in all premium digital sites around the country.

Darryl George, Creative Director, krow communications said: “Laura, Max and Adam have peddled, back-flipped and swum their way into the hearts of the British public, scooping up shedloads of golds along the way. These ads go someway to showing how much we appreciate and admire their hard work.”

More about the ‘Great Brits’ campaign…

The brand film, which launched on August 1st and runs until August 22nd, heroes their three Team GB ambassadors: cyclist, Laura Trott; gymnast, Max Whitlock and swimmer, Adam Peaty as well as some of DFS’ own craftspeople. It shines a light on British quality manufacturing by announcing that DFS has been awarded a British Standard for the strength and durability of their sofas. In particular, it features the Britannia – the ‘Great British Sofa’, which is inspired by the best of British design, materials and workmanship. Britannia was made especially for Team GB to feature exclusively in British House –Team GB’s Headquarters in Rio.

Throughout the 30 second ‘Great Brits’ ad, the film cuts between the three athletes going through their rigorous training regimes and the DFS craftsmen and women who are hard at work in DFS’ own Lincoln House Workshop, Derbyshire. There is a synergy between the athletes’ and craftspeople’s actions; both look heroic and are beautifully shot in a moody atmosphere to create a stunning and slick sporting brand film. The ad ends on a young supporter cheering on the team from the Britannia sofa at home.

“This is a great piece of work to show our support for Team GB in Rio and to highlight the hard work, care and attention our craftsmen and women put into hand making every sofa. That’s why we have the best sofas to watch the Olympics from.” Mark Mallinder, Head of Marketing, DFS

The first 30” TV spot aired nationwide on Monday 1st August and will run until 22nd August. It also airs on cinema from 8th August for 4 weeks.

The 30” ad can be viewed here