Karndean
The new first-choice flooring brand

Outcomes

Driving mass awareness

+87%
had an improved perception of the brand after seeing the ad

+81%
say it stands out from other advertising

+87%
are more likely to consider Karndean

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

Open magazine on a wooden floor surrounded by colorful children's toys, including puzzle pieces and small figurines.
Five smartphones lying on a gray surface, each displaying an image of children and food along with motivational quotes. The first shows a girl playing with a ball in a kitchen, with the quote 'IT ALL HAPPENS HERE.' The second shows a boy jumping with a soccer ball, with the quote 'EVERY STEP FORWARD.' The third features a smiling boy in a room, with the quote 'EVERY FUN FILLED.' The fourth displays a hand holding a sandwich, with the quote 'EVERY SON SPILLED.' The fifth shows a girl resting with her eyes closed, with the quote 'LIFE IS LIVED ON THESE FLOORS.'
A smartphone displaying an image of an elderly woman with gray hair, smiling and sitting in a room with wooden furniture, overlaid with the text 'LIFE IS LIVED ON THESE FLOORS'.