Havertys
We Furnish Happiness
Business Challenge: Havertys & EP + Co had a successful first full year as partners in 2020, and 2021 provided even more opportunity to reach the furniture shopper and make an impact in the category. In order to breakthrough, Havertys needed a creative idea that was able to better connect with the target. An idea that was more than price driven sales events and cold showroom floors. Havertys needed to connect on her terms, and tap into the relatability of her life through emotional storytelling.
The Creative (+ Media) Solution: Beyond furniture, more than any wood, fabric or finish, what Havertys really cares about is furnishing happiness - It’s why quality is so important to them, why they’re honest with their customers and why they always find a way to say “yes” because “can’t” is a 4-letter word and they would never use that kind of language. The “We Furnish Happiness” campaign is born, personifying the Havertys difference through relatable characters and designed to reduce the risk of regret throughout the customer journey with a multi-channel digital approach.
The Results: There have been lots and lots of brand trackers done with much more detailed results, but the biggest and most impressive, Havertys reports $1 Billion in sales for the first time in company history. Obviously, it was the advertising.
Agency EP + Co
CCO John Cornette
CD Ellen Page
Creatives Rachel Hogan, Mary Money, Matt Jackson, Ryan Brown
Brand Strategy Lauren Kaindl, Leslie Townsend
Producers Regina Brizzolara
Directors Peter Glantz