The Aeron Chair has many fans among the design conscious and ergonomically aware, but price has been a barrier. So Herman Miller tasked Fallon to find the solution. We didn’t want to risk harming the brand equity by price cutting. So instead we developed a tactical 0% loan campaign for 2008 that gave easier access to the brand for a broader range of people yet without detracting from its stature. At the same time, an emotional approach was necessary to strengthen the aspirational value and purchase intention for Aeron. Our research indicated that when people purchased the brand they:
1) Looked for information online
2)Tried the product in-store.

Online and in-store sales were almost equal, which meant the internet was a critical touch point for consumers. This led us to produce a micro-site to support the tactical campaign which featured a selection of real office workplace and home environments. The site increased brand relevancy, desire and encouraged people to put the Aeron chair on their shopping list instead of merely admiring it from afar.