Brand Challenge

Increase brand awareness so that Karndean comes to mind first when customers enter the market.

Behavioural insight

People planning to do their kitchen, bathroom or living room often don’t consider the floor until the job’s underway. It’s an afterthought. When they do, they’d think of wood or stone as the premium option. So the opportunity was elevate the role of the floor in the process.

Transformation

To ensure homeowners consider their flooring first, we demonstrated the emotional potential of great flooring, and how it underpins everything that goes on in every home. Replaying familiar situations and scenarios that occur in everyday life and therefore connecting it to the emotional power of family home life.

By making this emotional connection, the audience associates Karndean with flooring in a way that is more memorable when they come to choose flooring for their home.

What our client said:

“The Behaviours Agency really got to know our audience, quickly identifying the role flooring has in customer’s lives. And as soon as we saw the campaign idea we fell in love with it”.

Gavin Smith, Marketing Director