Works

Based on various insights from the furniture industry research, as well as in-depth interviews with Hoa Phat Furniture’s employees, partners and consumers, Aurora proposed a comprehensive marketing strategy with the big idea:

TAKE THE LEAD TOGETHER

• Product Marketing | Offer an optimal positioning strategy for all brand’s existing products.
• Trade Marketing | (1) Develop a long-term strategy to expand cooperation, optimizing bidding channels and annual trade calendars. (2) Optimize the customers’ shopping experience.
• Communication | Building a communication strategy and transformation roadmap targeting on 03 main audiences: Internal, Dealers, and Consumers with the message: “Brighten up your space, take the lead together.

What will happen if a Manager thinks that replacing all the old office furniture with newer ones is the most effective way to boost working efficiency? And he stands to protect his “crazy” idea to his conservative Boss?
Using the rap battle way, the hottest trend in Vietnam at this time, this TVC idea vividly illustrated the conflict between employees and their managers about changing their outdated office furniture. After the rap battle, the Boss understood that the office furniture played crucial roles in making an ideal working environment. Then, he agreed on altering the old furniture into The One’s products, which is more modern and comfortable, to help his employees work effectively and ready to “take the lead”.
Moreover, the brand name “The One Furniture”  was repeated in the Rap’s chorus along with unique brand dancing style to help audiences keep it in mind longer.