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In the campaign's first TV commercial, a young woman goes to a speed dating session accompanied by her Havertys furniture.
In the humorous clip, she slides her custom-ordered chair into the room, introduces it to her date and boasts, "I designed it ...
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"While other furniture retailers focus solely on the furniture they have to sell, Havertys is putting the spotlight on our key customers." The campaign was created using Bernstein-Rein's One Customer analytics tool that allows companies to delve deeper into their customers' mindset "to illuminate the truth of their customers' needs and how brands help solve those needs," the agency said.
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The agency's new duties with the Top 100 company and Furniture/Today's 2011 Retailer of the Year include "strategic insight, customer analytics, creative, social media, digital and media buying and planning.""This campaign is a dramatic shift from anything anyone in the furniture category has ever done," said Tom Curran, Havertys senior vice president of marketing.