Adriatic – Rich People
Adriatic Furniture was struggling to stand out in the crowded furniture category with the public perceiving them to be more expensive than what they actually were.
We took on a dramatic rebranding under the new positioning line of ‘Exclusive, Yes. Expensive, No.’
With the campaign line, “The furniture those rich people don’t want you to have”, we took a totally different tack to the category’s typical smiling customers enjoying their “dream” lifestyle.
The campaign later evolved to feature a real life character in Melbourne socialite Lillian Frank. She appeared in a range of scenarios doing everything in her power to keep the general public from obtaining Adriatic’s exclusive pieces at the chain’s inexpensive prices.
The campaign enabled Adriatic to break out of the clutter and become a major player in the retail furniture sector in Victoria. Today, Adriatic is a well-regarded and loved brand.
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