Perfume Shop launches TV campaign
Following on from record Christmas sales, specialist fragrance retailer The Perfume Shop is to make its debut on national TV in the run up to Saint Valentine’s Day.
The company, which boasts 177 stores across the UK and Ireland, is to launch the 20” ad exclusively on the C4 stable, including cut down versions sponsoring Love Week on GMTV.
The ad shows gift boxes forming the promotional message and then exploding to reveal a range of brands being featured in the promotion with the message “Fall in love with the amazing offers at The Perfume Shop”.
National press insertions will also run in OK, Heat, More, Closer and Look in the run up to the event, and 20” radio commercials will run on stations including Heart, Absolute and Kiss from 4 February.
Kent-based WFCA planned and bought the £300K campaign, and secured production company Intro for the TV campaign along with director Camella Kirk.
Matt Walburn, head of marketing at The Perfume Shop, said: “The successful Christmas campaign proved that our brand offer is pitched perfectly for this tough retail climate. At Valentine’s though its not just about great promotions on designer brands, it’s about making gifting easy. With the chance to buy other discounted gifts when they purchase any fragrance on promotion The Perfume Shop are a one stop shop for the savvy gifter. National television continues to deliver well for us and we’re delighted to include it in the Valentine’s media mix.”
WFCA is a member of the Marketing Industry Network.
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The Perfume Shop, much like Greggs and Pound Shops, seems to be in a good position in that their core (chav/ned) customer aspires to buy the brands that they sell and higher class folks might find themselves shopping there instead of Frasers/Jenners et al to keep buying the luxuries with a bit less cost. Still think it looks like a Christmas ad though...
almost as good as the semi-chem christmas ad
'proved that our brand offer is pitched perfectly for this tough retail climate.' - for pity's sake man, ditch the marketing speak.
comments
Quite nicely done (for that type of ad) with half decent (post) production values - certainly 846% better than anything from the Semi Chem stable.
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