DFS has teamed up with ITV’s The Voice UK for a new marketing campaign, building on its partnership with Britain’s Got Talent earlier this year.
It will feature throughout the singing competition across TV, streaming, digital and social media as part of its wider ‘What’s Your Thing?’ brand platform.
The Voice UK returned to screens on 22 August and runs until 31 October.
A new 10-second advert plays on the programme’s famous blind audition format, with DFS’ San Antonio sofa taking centre stage and ‘auditioning’ for the coaches before their chairs turn.
The partnership will also extend backstage, where bespoke DFS sofas have been installed for contestants taking part in interviews with presenter and social media personality Charley Marlowe.
The interviews will be turned into a series of videos for Instagram, Facebook, TikTok and YouTube, while DFS will push the campaign across its website, stores and CRM channels.
Shoppers will also have the chance to win £2,500 to spend on furniture at the retailer.
DFS marketing director James Brewer said the tie-up would put the retailer “at the heart of Saturday night television” and described The Voice UK as a natural fit for its campaign celebrating individuality.
The campaign marks the retailer’s latest push to use major entertainment shows to boost brand visibility.
DFS has previously partnered with Britain’s Got Talent, with contextual adverts, branded backstage sofas and social media activations running throughout the ITV talent show.
That campaign similarly placed DFS products within the programme’s audition format and included a competition offering shoppers tickets to the BGT final and £2,000 to spend with the retailer.
Last month, DFS said it expected to deliver £45m in pre-tax profit for the year to 28 June, up 15 per cent year on year, supported by 2.7 per cent revenue growth, stronger gross margins and tight cost control.
However, DFS warned that market demand had weakened during the second half as consumer confidence and housing transactions came under pressure, with group order intake falling 4.4 per cent year on year during the period.
DFS is due to publish its full-year results on 24 September.
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