Pinnacle World, is a chain of premium international furniture stores, with furniture sourced from the design destinations of Europe.
The campaign needed to build the image of the brand while also showcasing the products on offer.
Furniture is a high involvement and social image driven category with design, materials and craftsmanship playing a vital role in the decision process. At a functional level comfort is a determining factor; as witnessed at the showrooms where prospective customers regularly try to get a first hand feel of the products.
The communication strategy single-mindedly focused on the comfort message while keeping the imagery premium.