DFS launches Halo Luxe leather range in tactile campaign by krow
MISSION Agency krow has launched Halo Luxe – an exclusive high-quality leather range of sofas and chairs for DFS, the UK’s largest sofa retailer and manufacturer.
The campaign, called ‘The Art of Luxury Leather’, conveys the sheer pleasure of touching a Halo Luxe piece, through a film which shows a woman’s hand stroking the luxurious, artisan leather. Abstract images evoking the warmth and richness of the experience are intercut, leaving viewers wanting to climb through the screen to lose themselves in the luxurious comfort offered by Halo Luxe.
Launched last week, the film runs as a 20-second version on TV and a 30-second edit on video-on-demand services. It is backed by digital out-of-home and press activity, showing images of Halo Luxe furniture in beautiful and inspiring luxurious living rooms. There are also in-store materials and a radio campaign. Media planning and buying is by Mediacom.
Nick Ashworth, Marketing Director at DFS, said:
“Halo Luxe provides us with the opportunity to showcase the high quality leather and the traditional craftsmanship that goes into the range, whilst featuring contemporary design. It was crucial that the communications focused on the tactile experience of the soft leathers. It provides us with a fantastic opportunity to broaden our appeal to a wider market.”
John Quarrey, CEO of krow Group, said: “As a brand, DFS are constantly building on their success and looking to widen their product offering. They enjoy pushing creative boundaries and really wanted to make sure the premium nature of the product came across in a differentiating way. As we got to understand Halo Luxe we knew the focus had to be on the experience of its feel. To do justice to the premium leather, we put our minds to bringing that quality to life in as evocative a way as possible.”
James Clifton, MISSION Group Chief Executive said: “This latest work from krow for DFS beautifully illustrates the quality of the product and captures the luxury feel of the Halo Luxe range.”