Cort Furniture Plays To Consumers' Intellect, Not Their Pocketbook

Furniture World Magazine

This summer, CORT Furniture Clearance Center is asking consumers in Phoenix "Why buy new when pre-leased furniture is awaiting a home?" A new television campaign by Arnold Worldwide/Washington is presenting consumers with a new way to think about "used" furniture. "Consumers have an innate desire to find a bargain. It's a sensible alternative to drive a pre-leased car. We're simply presenting a case for gently used furniture," said Hal Hardy, VP of Marketing for CORT. Aside from presenting this case, the Arnold Worldwide/Washington campaign demonstrates why CORT Clearance Center's definition of "used" furniture might not be what the public had in mind. CORT Clearance Centers sell home and office furniture previously leased by corporate executives: furniture rented through CORT for temporary use in corporate America, trade shows, model homes and talk shows. "We're selling brand names like Bassett, Broyhill and Lane. We're able to extend significant savings to our customers because the furniture has been leased. It's a value-oriented proposition that today's 'smart' shopper can appreciate," Hardy said. Furniture that has been leased is evaluated and graded by CORT to determine the retail discount that will be applied to the piece. It's easy enough to understand that pre-leased furniture equals discounted prices. The challenge lies in creating a context for how the furniture has been "used"... and in this case, gently used. "We wanted to help define CORT's retail offer and their personality at the same time ... smart furniture for less from a likeable company," said Fred Burgos Senior VP/Creative Director at Arnold Worldwide/Washington. Four fifteen-second television spots created by Arnold Worldwide/Washington open with attractive close up shots of furniture. One spot begins with the supple brown leather of a sofa filling the screen. The word "New" appears. A vacuum is heard and enters in to the picture. The vacuum bumps the comer of the sofa as the word "New" switches to "Used" in an instant. The viewer then sees the super "Gently used furniture now on sale for up to 70% off retail," as the voice over reads, "Furniture previously leased by corporate executives now on sale for up to 70% off retail." Three other vignettes include a glass being set on a table instead of the nearby coaster, a business man putting his feet up on a desk and a leather office chair empty, then occupied. The spots depict typical use of CORT Clearance Center furniture. CORT launched the television campaign along with an integrated summer promotion developed by Euro RSCG, also a Havas agency, on July 9. The Phoenix campaign will air throughout the summer and fall. Based in McLean, VA, Arnold Worldwide/Washington is the area's largest full-service advertising agency with 116 employees and 2001 billings of $190 million. In addition to CORT Business Services, Arnold Worldwide/Washington services such leading national and regional clients as: Choice Hotels International, McDonald's, Citizens Bank, HealthNow, BBC America, The Washington Post and the National Trust for Historic Preservation. Arnold Worldwide, a highly creative agency focused on strong business results for its clients is the United States agency of Arnold Worldwide Partners, and owned by Paris based Havas (Nasdaq: HAVS, Euronext Paris: HAV.PA). The $2.1 billion agency network has four full service offices throughout the United States including its Boston headquarters, New York City, Washington D.C. and St. Louis. Named one of the three most creative agencies in the world by Creativity Magazine, the agency has been awarded the Grand Prix at the International Festival in Cannes, as well as the top prize at the International Andy Awards. In addition, Arnold is a two-time winner of the prestigious Grand Kelly, and has received numerous Clios, EFFIEs, Obies and One Show awards. CORT Furniture is the nation's leading furniture renter nationwide. CORT rents to Fortune 500 companies, independent small businesses and provides a full range of furniture solutions. CORT Clearance Centers offer up to 70% off retail on previously leased brand name home and office furniture from model homes, corporate apartments and offices. Call 1.800.962.CORT for more information or visit www.cort1.com.