SO FUSSY? SOFOLOGY

Sofology have an awareness problem. Lumped in with the retail parks overwhelming sea of sofa ‘choice’ they struggle to stand out and show off their unique offering – well-crafted, beautifully designed, curation- first sofa’s.

 This is something our audience is searching for. They buy for want, not need, they take their time and they never, ever settle for less.

 Our campaign needed to stand out, be remembered, and show this very particular audience why only Sofology cater for their sofa needs.

The Disruption\

In a category that’s always product first, we championed our discerning audience instead and put them at the heart of our thinking.

In society, being fussy is perceived as a negative. It implies hard to please, indecisive, difficult, high maintenance even.

At Sofology, their customers are hard to please. And we love that.

It means they have high standards, value quality, take their time, don’t settle for average. Just like us.

Our campaign celebrates the So fussy community, it puts them in a whole new light. It cuts through a shouty sales and product led category with humour, wit and storytelling. We are the ally to the ‘fussy ones’, proving that no matter how fussy you are, there will always be a gorgeous chenille, leather or plush velvet seat for you at Sofology.