Robert Dyas is launching its first ever brand-building TV
advertising campaign in the run-up to Christmas. The retailer, owned by
renowned entrepreneur Theo Paphitis, is rolling out the TV activity as part of
a multi-layered integrated marketing campaign, bringing Robert Dyas to life in
an inspirational way, whilst conveying that the retailer has everything you
need to make Christmas easy.
Created by Haygarth and going live on Saturday 1st November,
the step-changing TV ad is designed to drive reappraisal of Robert Dyas and
impact those who might not previously have considered the store. The campaign
will run across all channels – including TV, radio, in store, catalogues,
website and emails – bringing the creative to life at every touch-point and
conveying a consistent brand message.
The TV campaign features a 30sec
brand ad as the lead creative execution, which will be followed by variants
including a gifting-focused 30sec ad
– all of which will feature product selections that demonstrate the huge
range of items and offers available both in-store and online. On air
until 13th December, the TV campaign is coupled with a radio advertising
campaign which breaks on 2nd November with tactical bursts right up until
Christmas.
Steve Rogers, Creative Director at Haygarth comments: “We
are really pleased to be helping Robert Dyas bring their brand to life this
Christmas with a brand new TV campaign. We really feel that it has helped push
the brand forward and cleverly shows how Robert Dyas has the product range and
expertise to help families prepare for Christmas.”
The in-store and online creative brings the TV ad to life
using lifestyle scenes from the ad and snippets from the script. It
presents Robert Dyas’ product offering in a consumer-friendly way by
highlighting simple usage occasions – e.g. ‘for chopping, for mopping, for
making, for baking’ etc.
With a total spend of over £1 million, the new Robert Dyas
campaign will be running on ITV primetime. It aims to appeal to a younger
generation as well as traditional Robert Dyas shoppers (male and female; London
and South East bias) and will be measured with extensive research pre and
during the campaign, designed to explore recognition and response to the
campaign and the impact on brand perception and relationship.
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