Housewares Business-to-business magazine for housewares retailers and their suppliers
Electronics specialist retailer Maplin unveiled a new TV advertising campaign at the weekend.
The promotion aims to build on the success of Mapin’s first foray into TV advertising in May 2014, which increased unprompted brand awareness from 3% to 12% after it aired. Dramatising moments when tech know-how is required and Maplin can offer solutions, the campaign comprises of a rework of the existing 30-second adverts and three new 10-second adverts. Each concludes with the strapline ‘Ask Maplin’, bringing to the forefront the role of ‘Maplineers’: Maplin’s in-store sales advisers.
The new adverts reinforce the ‘Ask Maplin’ theme by using quirky, humorous scenarios to illustrate how simple technology know-how can enhance our lives. These include footage of Ozzie the dog, who is observed balancing on a rope by a man sitting on a park bench. The man attempts to capture the surreal moment on his smartphone, but realises to his disappointment that his battery has just died. The ‘Maplin Moment’ is solved in this case with a mobile power bank.
The retailer has invested a rate card advertising value of £1.9 million on the campaign with more spent on production. It kicked off on Sunday (May 3) and runs for a week until this Sunday (May 31), featuring on 96 channels including ITV, Channel 4 and 5, as well as on Freeview, digital and Sky channels. It will also be aired for the first time in the Republic of Ireland, as well as 4 On Demand, Demand 5 and Sky AdSmart. Exclusive extra online footage will be pushed out through Facebook and Twitter.
