‘SuperAmart’ were caught in a spiral. One that no-one ever wished to be caught in. The yell ‘n’ sell one. Once a brand is on that road, there’s no way but dead end. Where’s the remote! We began with tweaking their name from Super Amart to Amart Furniture. Revised their logo, and then a new tone of voice. From there, we produced a new tv campaign.
I have always been a fan of Modern Family, the American mockumentary style series where they break the 4th wall. So why not try it for a furniture store?
Introducing The Martins – a fictitious Aussie suburban family that every month came up with another reason to purchase more furniture.
Amart Furniture ‘The Martins’ - Lazy Susan
A good outdoor setting was needed, with Mr Martin always inviting people over. The new neighbours looked like they were next. So off to Amart Furniture for a lazy Susan!
‘The Martins’ - Rellies
Mr Martin doesn’t really get on with his sister-in-law. And she doesn’t get on with him. Or Buddy the dog. But he has to get a new sofa… the old blow up just isn’t good enough any more…
‘The Martins’ - Silly season
Family Christmas dinner can finally be at the one large table now. My favourite scene here is actually the intro, with father and son dragging a xmas tree into the house. Looks like they nicked it.
‘The Martins’ - Gaming
A larger sofa was needed for the Martins. Son Tom and husband’s bonding sessions with virtual gaming has taken over the 2 seater couch.