Charged with creating Carpet One's first national ad campaign, Doner conducted floor-side chats, powwow-style, with recent purchasers of floor coverings. They found that more than any specific retail brand, consumers wanted a one-stop shop with a wide selection.
"Surprisingly, the potential for post-purchase remorse is huge," said Kevin Weinman, account management director at the Southfield, Mich., independent, which won the business in February. So the estimated $20 million, six-spot campaign, which broke Sunday with the spot "Toupee," uses "metaphors for the compulsion to seek out choice," said Weinman.
The spots consist of humorous vignettes about choosing hairpieces, tropical fish, ice cream, shoes, cars and guitars, telling viewers, "Face it: People like having choices." The tag is, "More floors. More choices."
The other spots roll out through December. Some national broadcast is supplemented by a 1,400- cable-system buy via Thompson Everett in Glen Allen, Va. Those spots will carry local dealer tags.
"We felt it was time to establish ourselves nationally," said Howard Brodsky, co-CEO of the Manchester, N.H., company, whose parent, CCA Global Partners, is the world's largest floor-cover retailer. "We needed to develop an umbrella brand." Carpet One, which has 1,054 retail outlets, launched in 1985 with stores in St. Louis and Manchester.
Carpet One spent $9 million on regional ads last year and ramped up to $10 million in the first half, according to Nielsen Monitor-Plus.