Gasser Chair Company is a heritage rich, leading American manufacturer of seating solutions for the casino and hospitality industries. Our mission was to reposition the 65-year-old company to make it relevant to a new generation of decision makers and to distinguish it from an onslaught of lower-priced competitors.
Our discovery phase led to a key insight: chairs are not just for sitting, they are an integral component of the customer experience. Rather than selling the hardware, we developed a brand platform titled “Gasser Dazzles” to emphasize how their chairs make a room come to life. The graphic concept includes highly engaging photography of acrobats-as-metaphor attesting to the beauty, strength and performance of Gasser chairs.
From web traffic, sales queries and positive industry buzz to impressive year-over-year sales increases, the Gasser Dazzles campaign has been a success on all fronts. It has also provided a brand platform that has invigorated the internal workforce.