Thinking Juice’s latest campaign for Euronics, Europe’s biggest electrical buying group and independent UK retail network, went live on Saturday 28th November during ITV’s The X Factor, as part of a £1.5m campaign that runs until early 2010.
Euronics is a unique concept in that it’s a network of independently owned electrical retailers across the UK, totaling over 1,400 stores, ranging from small independents through to larger micro-groups of 5 – 15 stores all trading under the same name, or clearly identifying themselves as part of the Euronics brand.
As part of Europe’s largest buying group, Euronics customers benefit from the best electrical brands at great value for money prices, but with the personal service of the smaller independent store.
Gellan Watt, Creative Director said: “When we took on the Euronics brief, we were charged with driving awareness throughout the Christmas period and ensuring the Euronics brand stays front of mind with consumers nationwide. And with a limited budget compared to the heavyweight electrical retailers, we decided that the best way was to make a song dance out of it. Literally!”
“We took Euronics’ brand avatar ‘Mr. Plug’ and elevated him to the dizzy heights of lead singer of his own smash hit group – a Motown inspired trio ‘The Euronics’. And their latest track? Named after Euronics own key point of difference nationwide, the song is titled ‘We deliver. We install. We care.’.”
Gellan Watt went on to add: “This campaign has been great fun to produce, but it’s completely designed to drive awareness of the Euronics brand, engaging, entertaining and reaching more consumers during an incredibly important, yet difficult retail trading period. We’ve also worked with a lower total spend than the previous agency had in 2008, but we’ve managed to increase the number of impacts on TV with very careful media planning and negotiations. And to deepen the impact, we decided to create an unexpected visual and audio feast for the 30s spot to create a lovable and memorable campaign.”
Working with leading musicians and animators, the campaign is supported with a number of virals, online competitions and games that run throughout the campaign.