Pigsback.com, the fast-growing permission-based marketing scheme, is to launch its first TV campaign next week to build brand awareness.
The nationwide marketing drive follows the recent £2.5m private equity investment in the company from Hotbed, a private investor network.
The campaign will include national television, radio and online marketing, using the tagline “you get more back with Pigsback.com” and featuring its Curly the Pig mascot.
The campaign has been developed by advertising and design agency Hôme, following a pitch, and is due to last for 12 months. The agency will work alongside the company’s existing media planning and buying agency Feather Brooksbank.
The campaign will incorporate television, radio and press advertising, online search marketing and field marketing. The TV element goes live on Monday, October 30 with sponsorship of Tripping Over, a new drama to be shown on Five and its new digital offshoot Five Life.
Pigsback was set up by chief executive Michael Dwyer in Ireland in 200 and is the sixth largest consumer website there. It expanded to the UK last year and has signed up about 350,000 members. Dwyer says it wants to reach 500,000 by the end of 2007.
The company has also appointed Gavin Hughes as commercial director. Hughes was previously associate publisher of The Lawyer, which is owned by Marketing Week’s publisher Centaur Publishing. Pigsback has to date attracted advertising from the likes of Blockbuster, Carling, L’Oréal and UGC Cinemas.