The Need:
Ego wanted to restart its mainstream communication after a long break. With the brand now planning a comeback, there was a need to fulfill and exceed the expectations from the brand.
The Campaign:
Ego furniture was chosen as the brand to spearhead the re-connect.
With a new and modern idenity, the first campaign was created using ‘Find yourself’ as the core thought.
The idea was to connect the brand to it’s TG’s lifestyle.
The Result:
Ego now has a presence across 160 stores across 16 cities.
The Result:
Ego now has a presence across 160 stores across 16 cities.
EGO wanted a 360 degree communication idea to encompass its various communication needs. A relook at the old positioning of “Inspired by Nature” was necessary.
Tree after some factual research found that most of the consumers preferred wooden flooring because they felt that it was aesthetically beautiful and added a touch of warmth to their interiors. Exploring further, with the factual benefits of wooden flooring link mildness on feet, etc we concluded that wooden flooring with all the benefits put together, made the experience nothing short of being therapeutic.
The brand was repositioned with “Nature Therapy’ and it was blended into print, Environment Design, PR as well as Digital Media.
Ego wanted a relook at the old positioning ‘Inspired by Nature’, for which Tree was approached. Tree repositioned it as ‘Nature Therapy’, to align with the consumer preferences towards wooden flooring. The environment design was created portraying an aesthetic feeling of being amidst nature on one hand, while a therapeutic feeling of bliss on the other. It helped the brand to evolve a distinct philosophy unoccupied by any other wooden flooring brand globally.
Print media and Direct Mailers were used as the primary media carriers for the campaign.The core thought of “Find Yourself” was carried across all other collaterals.
The Flooring and Wall Decor categories were next taken up. The main objective was to support and strengthen the distributor channels. For this purpose, Tree created a highly focused campaign involving print, environment design and direct marketing targeted exclusively at the home decor retailers and professionals.
