Proving you can’t be too niche for TV advertising, Lovehoney and
Ironmongery Direct have both embarked on TV campaigns.
Lovehoney became the first sex-toy etailer to air a TV ad during
daytime schedules in October. The 30-second ad, created for
Lovehoney by Halo Media, ran for two weeks from 3rd October,
supported by an above-the-line campaign, including adverts in
Company, Cosmopolitan and Good Housekeeping, outdoor posters, ads
on the London underground and online advertising.
Also testing TV, albeit much less controversially, is ironmongery
products supplier Ironmongery Direct. Its first ever national TV
and radio campaign runs from 1st to 22nd November on Dave,
Discovery:Shed and Turbo, during evening and weekend slots. The
concept of the 30-second ad, created in conjunction with
MostlyMedia and produced by PangaeaTv, is a tradesman talking
about his favourite tools of the trade-including the Ironmongery
Direct catalogue.
“With customer recruitment going well through trade press
and online, it was the right time to test the viability of a TV
and radio campaign,” says Stuart Wilson, Ironmongery
Direct’s head of marketing. “Our aim is to build on and
further strengthen brand awareness. We’ll monitor customers
recruited from this test with scope to rollout a campaign next
year,” he adds.
Share