Client:

Steelcase is a global brand in premium office furniture. They have a B2C branch and Store that focuses on products.

Challenge:

The Steelcase B2C branch was running a Labor Day Sale, so I was tasked with writing multiple ads focused on seating for the gaming audience.

Solution:

I wanted to emphasize that the seating is so comfortable that customers will feel immersed in their game. So, I came up with the concept of someone gaming, but their surroundings make it look like they are inside their game rather than in a room or at a desk. Without explicitly saying the seating is comfortable, the headline portrays that message. With a Steelcase chair, they can stay in the game and play longer. They’ll be so comfortable that the only thing they have to think about is their game.

Then, the discount for the sale is straightforward in the ad to excite potential customers to purchase and save money.