DFS partners with The Voice UK in new ITV marketing campaign

DFS has returned to ITV’s Saturday night schedule in a new partnership with The Voice UK as it builds on the success of its integrated marketing campaign with Britain’s Got Talent earlier this year.

The singing competition returned to screens on 22 August, with DFS woven throughout the show across TV, BVOD, digital and social channels, bringing DFS’s “What’s Your Thing?” proposition to life.

DFS’s 10-second contextual TVC mirrors the show’s blind audition format, in which contestants sing a well known song in their own style to compete for a spot on a coach’s team. In this version, DFS’s San Antonio sofa is placed at the heart of the action, “auditioning” for the coaches before the show’s famous spinning chairs turn around.

Bespoke DFS sofas also feature backstage, where contestants are invited to take a seat with social media personality and presenter Charley Marlowe, who will host informal interviews bringing DFS’s brand proposition to life through a series of questions and games designed to reveal what makes each contestant unique.

The content will form a series of shareable videos, seeded across Instagram, Facebook, TikTok and YouTube, as well as DFS’s own channels.

DFS will amplify the partnership throughout the series, which runs until 31 October, via its website, in-store activity and CRM channels. Followers will also have the chance to win £2,500 to spend on furniture from DFS.

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James Brewer, marketing director at DFS, said: “It’s great to be partnering with ITV once again to put DFS at the heart of Saturday night television, through one of the nation’s favourite shows.

“Our ‘What’s Your Thing?’ proposition is all about celebrating individuality and giving people the confidence to express their unique personality, which makes The Voice UK a great fit.

“We look forward to giving viewers the chance to get to know the personalities behind the voices and to celebrate the individual passions and tastes that make each of us unique – whether you’re taking to the stage, or taking your seat on the sofa.”