(PRWEB UK) 27 August 2013
Victoria Plumb is set to launch a brand new TV advertising campaign this month. Starting on 27th August, the new 30 second ads will run during day and peak time viewing across a range of satellite and terrestrial networks, including Sky and ITV.
Titled “Salesman”, the new commercial highlights the unnecessary, additional costs when buying bathroom products from a High Street retailer. The ad features a woman who is unable to get comfortable in her bath, as it comes with an unwanted extra – a showroom Salesman. Only once Victoria Plumb makes the salesman disappear can the woman relax, in her peaceful bathroom sanctuary, surrounded by quality bathroom pieces at outstandingly low prices. With the new strapline “Quality bathrooms, not costly showrooms”, Victoria Plumb aims to encourage shoppers to join the growing trend in online shopping. The execution also showcases new ranges featured in their current sale, with savings up to 60% off.
The TV ad will be supported with the launch of Victoria Plumb’s new, responsive design mobile site, aimed at second-screeners, as well as a new brochure, press inserts and direct mail.
The new campaign forms part of Victoria Plumb’s overall investment strategy for Autumn and Winter, building on an outstanding first half of 2013. TV has worked extremely well for Victoria Plumb since launching with their first campaign in October 2012, with a media spend of over £2.5 million TV advertising so far this year (Nielsen).
Victoria Plumb’s Marketing Manager Sam Jenkinson underlines this: “Our previous TV ad campaigns have helped drive phenomenal growth in our business and brand recognition. We want to build on the spectacular performance we have seen over the past 12 months. This fresh treatment emphasises that we are able to offer quality bathrooms at low prices, because we don’t have the same overheads as our bricks and mortar rivals.”
The new creative marks a departure from the previous “We shopped around” campaign, and is the first work for Victoria Plumb from CheethamBell JWT. The Manchester outfit won the business from incumbent Principles Agency in a four-way pitch. Carat remains responsible for media buying.
For Marketing Manager Sam Jenkinson, the change of direction reflects the brand’s self-confidence: “Principles did a good job with our first steps into this medium, but CheethamBell JWT impressed us with their approach and the new treatment has a more assertive tone.”
For further company news, product updates and bathroom inspiration, visit http://www.victoriaplumb.com.