Central Coast Agency

When we started working with FLOR, carpet tiles were relatively unknown outside the world of architecture and interior design. To the consumer, carpet was single-patterned broadloom ream. Stock, bland, and cumbersome, there were no other options. So it was a tall order to get consumers to understand that FLOR tiles not only ship in a 20″ x 20″ box, but they also give them the freedom to design and install their very own rug pattern in nearly any shape or size.

We started down the path of beauty shots, the standard layout in carpet and furniture ads. It was a nice showcase of the product, but even with the inspirational lines of copy laid in, we weren't satisfied. We wanted to make it clear that FLOR was carpet tile. And those tiles come in a box. So we pushed our thinking one step further.

We decided to jump way out, focus on the box, and play around with the clever names of the tiles. Morning Coffee. Toy Poodle. Fedora. Showcase more of FLOR's personality. Now, however, we had lost the room. With FLOR, you can literally transform a room in a matter of seconds. Laying down even a few tiles completely changes the look and feel of any space. We've done it ourselves. We've seen it happen. We've watched people's reactions. It's amazing. But how could we bring that to life? Without the room shots, without showcasing FLOR in its most compelling state, we were missing the most magical element of the product.

So what did we do? We took our idea one step further. Again. Using the before/after concept, we used the box as the window into the "after-ness" of FLOR. What comes in this box transforms a space. Literally. Tiles are delivered to your door and the room changes in no time at all. It's out of the box inspiration. 

This ad campaign ran in national shelter books and generated 34,517 qualified leads, which attributed to 19% of total sales for FLOR during the time period.