Kozyhome Introduced

D’Arcy Masius Benton & Bowles extols the virtues of virtual furniture shopping in its first campaign for Kozyhome.com.
The multimedia effort kicks off today in Atlanta, touting the Web retailer as a convenient, inexpensive alternative to bricks-and-mortar stores.
The work is from D’Arcy’s Los Angeles office, under the creative direction of Terry Balagia.
TV spots show people in what would seem traumatic situations, but aren’t. One, for example, shows a couple returning from a night on the town to find their house robbed. Alarmed at first, they begin to dance around after realizing their undesirable furniture is gone. “Need new furniture?” a voiceover asks. “Check out Kozyhome.com, makers of premium furniture you’ll only get online.”
The agency landed the account in October. Billings are projected to reach $20 million over the next year.
“Consumers have inertia when it comes to getting new furniture,” said Scott Anderholt, senior vice president and account group director. “We knew we needed creative that had a very high impact.”
The ads primarily target adults 25-49, with an emphasis on young women, who Anderholt says largely “drive furniture purchase decisions.”
The campaign will air in Atlanta through March, then roll out to other markets over the next few months. The client plans to go national with the campaign within the next year.
The agency’s creative team included copywriter Debbie Fried, art director John Lee Wong and producer Rhonda Moore.