Maplin returns to TV for customer services push
Maplin, the electronic goods retailer, is returning to television advertising for the first time in seven years to push its customer service credentials.
The decision comes after rival Dixons Retail, owner of PC World and Currys, attempted to change perceptions of its own customer services with the launch of a multi-million campaign in November.
Maplin Electronics will use the campaign to portray its staff's "friendly and unrivalled knowledge of all things technological".
Creative will feature a couple who like the Maplin staff so much they want to take them home in a parody of the set-in-store style of many retail adverts.
The retailer appointed Biscuit to create the campaign after a five way pitch in November.
Television activity will launch on 25 February and will promote the current best offers available in stores.
Creative will also feature an adaptation of the brand's logo, which showcases the store's product range by spelling out the Maplin name with animated images of products including headphones, voice recorders and cameras.
The brand has 195 stores and allows customers to reserve products either in-store or online.
Follow Matthew Chapman @mattchapmanUK
This article was first published on marketingmagazine.co.uk
- Junior Front End Developer Source £25000 - £28000 per annum, London
- Head of Design Blue Skies Marketing Recruitment £45000 - £50000 per annum, Reading
- DIGITAL MARKETING MANAGER (Ecommerce, Retail, CRM) Creative Recruitment £40000 - £45000 per annum, London
- WEB CONTENT COORDINATOR-(Retail,Ecommerce,CMS,Web Management) Creative Recruitment £25000 - £30000 per annum, London
- Community Manager, Integrated Agency, London Blue Skies Marketing Recruitment £30000 - £35000 per annum, London
- VCCP, MediaCom, Lida and SapientNitro among Campaign's Agencies of 2013
- Ogilvy poaches McDonald's creative director for Unilever role
- More evidence of strong TV spend in second half of 2013
- New year's resolution: learn to code in 2014
- Evian tops YouTube 2013 ad leaderboard
- Volvo van Damme spot nears 60 million YouTube views