A series of 11 “magical” animated spots will tell a series of stories about the characters’ Christmas adventures. The spots will also feature collaborations with some of HMV’s music and film partners, which could mean popular music and film characters will appear in the spots.
The ‘Nipper & Gramophone’s Christmas Tales’ campaign marks a stark shift from HMV’s previously product and price focused advertising which has revolved around new releases.
The dog and gramophone logo has been part of HMV’s branding for more than ninety years but this is the first time that they have been “brought to life”.
TV, online and print ads will launch later this month. The creative will also feature on a dedicated Christmas microsite and online game as well as in-store.
Around 60 per cent of HMV’s annual revenue is taken during the Christmas trading period. The retailer will be hoping the ad campaign helps boost sales following an 11.6 per cent fall in like for like sales in the 20 weeks to 15 September.
HMV marketing and ecommerce director Mark Hodgkinson has previously told Marketing Week that HMV expects to reverse its sales decline in the final quarter of the year.
Mark Robertson, HMV head of brand, says: “Nipper and Gramophone have been at the heart of the HMV brand from the beginning. They are known and loved throughout the world, and we felt that the time was right for them to take centre-stage.”
The ads have been created by Venturethree and animation company Nexus Production.