Mohawk
When it comes to flooring, most people don’t even know what brand they’re walking on in their own homes. Mohawk wanted to change that and to create a brand that worked across all flooring surfaces...carpet, hardwood, laminates and tile.
The strategy -- first, elevate flooring to the key design component in the room. Then position Mohawk as the flooring brand for any surface in any room. This pointed the way to the tagline “Mohawk makes the room.” Next, reach consumers at every stage in the decorating process: dreaming, planning, shopping and purchasing. We did it with a campaign featuring whimsical humor and beautiful rooms.
Mohawk’s multi-media campaign reached our target and moved her to action. Annual sales have increased every year for the past five years — making Mohawk the world’s number one flooring brand.
