Video: Maplin’s TV campaign shows everyday moments where technology would come in useful.
The “Maplin Moments” campaign, created by krow communications, goes live on 4 May for a month and shows Maplin employee “Harry” observing everyday moments when people need technology to improve their lives. It aims to show the “smart solutions” that Maplin offers, for example car sensors for parking and a light dimmer for romantic evening dinners.
It also aims to boost awareness of the electronic retailer’s staff, which it calls Maplineers, and their tech expertise. They helped inform the content of the TV spots, suggesting common problems that customers come in store to get help with.
The campaign launch follows 18 months of customer research by Maplin to find out how customers perceive the Maplin brand. Breffni Walsh, group marketing officer, told Marketing Week that the fundamental thing the retailer found was that there while current customers had very high levels of satisfaction, there was very low spontaneous awareness and saliency around the brand among the wider population.
Having spent the last year and a half listening to feedback and improving service areas such as its product range, store layouts, pricing and availability, as well as launching its new website, it decided now is the right time to “stick its head above the parapet”.
“We need to shout about the brand and what it stands for rather than keeping it to ourselves and our existing customers. There are a lot of retailers coming into the tech space, if people don’t understand what Maplin offers they won’t understand how it can help,” said Walsh.
Maplin has upped its marketing budget for the year to fund the TV campaign. It will be supported by digital and social activity, as well as print, point-of-sale and in-store activations.
The move comes after Maplin promised a £40m investment to improve its stores and expand its portfolio. It currently has 215 stores and has plans to open more this year, with the newest opening in Ayr, Scotland early last month.