ChallengeAW (Associated Weavers), the leading European producer of broadloom carpets, asked Norvell Jefferson to help them expand the existing Invictus broadloom carpet brand and collection with Luxury vinyl flooring. The Invictus collection was already well known for durable but soft and comfortable carpets. So how do you merge soft carpet with hard flooring under the same brand and how do you stand out in an overcrowded UK flooring market?
InsightsMoving forward from the proven success of the first Invictus launch, we extended our Maori story with a new hero: The Highlander. Everything within the Invictus range is about invincible flooring, so we brought this to life in all-new branding where the Maori represents carpet and our highlander LVT flooring. Next to great product and top-notch marketing collateral we also developed a distinctive POS concept to attract customers' attention.
Imagination around your needsA giant P-O-S display with impressive ‘tug of war’ photography, an intuitive system to scan LVT sample boards to get more product information and a smart and intuitive product advisor is the centerpiece of the shop. A luxurious in-shop brochure, an interactive sales presentation for AW reps and social media snippets derived from an impressive 90-second commercial were also designed and developed by our creative team in Amsterdam.
“In an age where players like Amazon are enabling people to purchase products with a tap of a button, Associated Weavers has stepped up their game with the Launch of Invictus LVT by offering customers an in-shop experience that you simply cannot get online or on your phone.”
“The giant P-O-S display with impressive ‘tug of war’ photography is the eye-catcher in every shop.”
“Bringing the iconic highlanders to life was from a creative point of view a lot of fun and an amazing endeavor.”