Furniture.com introduced George the cat, “the world’s toughest furniture critic,” as the icon of a $20 million integrated national branding campaign.
The campaign includes national network and cable television, radio, magazine, newspaper and online advertising, supported by direct communications and promotional activities.
The advertisements spotlight George in a series of one-on-one interviews as being so comfortable in his Furniture.com-furnished dream home that he never wants to leave.
“Cats embody the deep emotional attachment everyone has to their homes,” said Furniture.com Marketing Vice President Kirsten von Hassel. “They demand the ultimate in comfort — just like our consumers.”
“We’re breaking through the clutter of retail furniture advertising,” she said. “All the furniture ads look the same. Their logos are interchangeable. George is unlike anything that’s out there. We’re going to stand out and make a statement.”
The television advertisements will air on NBC, CBS and ABC as well as HGTV, E! Entertainment Television and other cable stations. In print, the ads will appear in shelter, lifestyle and weekly magazines; and in national and general market newspapers.
The campaign was developed for Furniture.com by Bartle Bogle Hegarty. Furniture.com offers live consultant assistance, a Personal Shopper service, a Room Planner application, free delivery and in-home set-up and a customer satisfaction guarantee.
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