Doro in biggest-ever campaign spend on pre-Christmas promotion

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Broadcast media across the UK and Ireland to promote manufacturer’s handset range with 20 and 30 second adverts until Christmas Eve 

Doro has launched its biggest ever advertising campaign since entering the UK and Ireland almost 10 years ago to help drive sales of its handsets in the run-up to Christmas. It declined to reveal how much was being spent.

In the UK, there will be almost two months of activity aired across a number of channels including ITC1, ITV3, Channel 4, Channel 5, Yesterday and Alibi.

The campaign begun with a 30 second advert, which debuted on November 10, to promote the Liberto 820 – the company’s latest smartphone for people aged 65+.

There will also be a 20 second advert focused on the PhoneEasy range of feature phones, including the 508, 607, 611, 612 and 632 models, which will begin airing on December 1.

In Ireland, the campaign is focused on the 607, 612, 631 and 632 devices, running in sync with the UK and concentrated across TV channels RTE and TV3. Both ads will run until Christmas Eve.

There will be several different versions to support the brand’s major retail partners in both countries – including O2, EE, Vodafone, Carphone Warehouse, Go-Mobile, Meteor and Postfone. The adverts will also be supported online by display banner adverts published on websites with high traffic among the 65+ audience.

Te celebrity voices will feature in Doro’s campaign for consecutive years. Downton Abbey’s Hugh Bonneville provides the voiceover for the fourth year running in the UK. Aiden McArdle, famous for his recent role in Mr Selfridge, will for the second year voice the Irish campaign.

Doro UK and Ireland managing director Chris Millington said: “The creative concept behind the campaign mirrors Doro’s move this year to make the brand more playful and emotional through a warmer tone-of-voice, a friendlier and more humorous feel. We wanted to continue to show the consumer the direct benefits of our devices, combining this with a stronger focus on the brand feel will be sure to further our brand strength.”

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