Campaign playbook · Autumn 2026

Made to move.

Everything partners and agencies need to launch Forma's new modular sofas and shelving — on every channel, in one voice. Live from 6 October 2026.

Key visual: two lilac sofa modules on an ink-violet background, a third module in Signal orange sliding out with motion lines.

The idea

Furniture that keeps up with your life.

Most furniture is made to stay. Ours is made to move. The new Forma modular collection — sofas and shelving built from modules that click together — grows when your household grows, shrinks when it shrinks, and comes apart to fit up any stairwell in Amsterdam.

Made to move turns that product truth into a promise about life. Whatever moves you next — a new home, a new person, a new room — your furniture moves with you.

We don't sell sofas. We sell the next version of your living room.

Landscape key visual with the sliding Signal module. — The key visual: one module has just moved. That single moment carries the whole campaign.

Why we're doing this

Objective and insight

Objective

Make Forma the name people think of when their life changes shape. Launch the modular collection, drive people to the online configurator and the showrooms, and sell modules — not just sofas.

Insight

Homes change faster than furniture. Our audience moves on average every four years — and most sofas don't fit through the next front door, let alone the next stage of life.

Timing

Eight weeks, four phases

The campaign launches on Tuesday 6 October 2026 at 07:00 CET and runs until Monday 30 November. A one-week teaser on social goes first.

Teaser · 29 Sep – 5 Oct

Social only. Close-ups of a single Signal module, no product names, no prices. Line: 'Something's about to move.'

Launch · 6 – 19 Oct

Full roll-out: out-of-home in Amsterdam, Utrecht, Rotterdam and Antwerp, social, email, banners, showrooms and partner stores. Launch weekend in all showrooms: 10–11 Oct.

Sustain · 20 Oct – 16 Nov

Audience stories: first flat, growing family, working from home. Retargeting towards the configurator. Partner retailers start in-store activation.

Close · 17 – 30 Nov

Retail push with the 'Add a module' offer: 15% off every extra module bought with a sofa. Offer ends Monday 30 Nov at 23:59.

Success

What we measure

Four KPIs, reported every Monday in the campaign dashboard. Partners receive their own store figures every two weeks.

18M

Impressions across out-of-home, social and display in the Netherlands and Flanders.

+8 pts

Aided brand awareness among 25–40-year-olds (brand tracker, December 2026 wave).

60,000

Configurator sessions, and 4,000 booked showroom visits.

11,000

Modules sold during the campaign; 30% of sofa orders include at least one extra module.

Embargo and launch moment

Nothing from the collection appears in public before Tuesday 6 October 2026, 07:00 CET — no product shots, no prices, no stories from the photo shoot. Teaser content (29 Sep – 5 Oct) shows only the Signal module, never a full sofa or shelf. Press receives the kit under embargo on 1 October.

Approvals

Send every new layout, caption set or format to Studio Forma before it goes live. We reply within two working days, with a maximum of two feedback rounds. Anything that changes the campaign line, the lockup or the colours needs approval from the campaign lead. Adapting an approved template (size, language, store details) needs no extra approval.

Prices, offers and claims

Always say 'from' with a price: 'Seat modules from €695'. Prices include VAT. The 'Add a module' offer runs 17–30 November only and must show its end date. Use only the proof points from the message house. They have been checked by Legal; new claims have not.

Languages and markets

English materials use 'Made to move.', Dutch and Flemish materials use 'Gemaakt om te bewegen.' Never put both lines in one layout. In Flanders, say 'zetel' where Dutch copy says 'bank', and use Belgian prices and opening hours. Antwerp is the lead showroom for Belgian partners.