Raymour & Flanigan needed to generate awareness of their environmentally conscious practices and community-minded brand position.
Consumers increasingly favor companies with strong socially-conscious practices and want to associate with brands that have a positive impact on the world and in our communities.
Leverage Raymour & Flanigan’s strength in broadcast to create a television spot, “Beautiful,” that communicated their environmentally-friendly-practices, such as their treatment of packing materials, while also emphasizing the importance of ‘being green’ to the brand. In order to remain authentic to the facts, while also avoiding coming across as bragging, an animated spot was created to tell the story of the good practices in an engaging and entertaining manner. The intent was to be serious about why such a practice was truly beautiful.
The spot was a huge success. Media covered the story in the press across all platforms. The Raymour & Flanigan Recycling Center at their flagship Liverpool, NY, office hosted thousands of visitors and reporters who toured the center and learned the entire process, garnering exposure and awareness well beyond the client’s expectations.