Robert Dyas launches new TV ad and integrated campaign
Due to go live on 1 November, the TV advertising will form part of a multi-layered integrated marketing campaign that aims to convey that the retailer has everything shoppers need to make Christmas "easy".
The campaign will run across all channels including TV, radio, in store, catalogues, website and emails.
Created by Haygarth the TV campaign has been designed to drive reappraisal of Robert Dyas and to impact consumers who might not previously have considered the store.
On air until 13 December, the campaign will be coupled with a radio advertising campaign which will break on 2 November with tactical bursts up until Christmas.
The in-store and online creative will use lifestyle scenes from the ad and snippets from the script.
Steve Rogers, creative director at Haygarth, explained: “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.”
With a total spend of over £1 million, the TV campaign will run on ITV primetime. It aims to appeal to a younger generation as well as to the traditional Robert Dyas shopper.
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