A 10-second TV ad will air on Saturday (19 October) showing a new 3D neon logo and the strapline “home of entertainment since 1921”. That tagline is a shift from the previous “we are entertainment” message that launched in April as part of a comeback under new owners Hilco, which bought the retailer out of administration in April.
Speaking to Marketing Week, Kevin Hill, creative director at The Council, the agency behind the revamp, says the redesign is aimed at “clearly announcing” that HMV is back. He adds that the logo will be the “glue that binds” the HMV brand and it will appear on its website and social media channels, as well as in future marketing material.
“The message is that HMV is back with new energy, new life and the will to move forward. It wants to be back in the mind of the consumer,” he says.
The marketing campaign covers TV, outdoor, digital and social media and will appear at in-store point-of-sale. In London, graffiti-style images featuring HMV’s famous dog, Nipper, have appeared on roads as part of the reopening of its flagship Oxford Street store today (18 October).
HMV has plans for further marketing, including longer TV ads and a Christmas campaign, which is currently in production.
This is just the latest move by HMV to revive the brand. It has also revamped its digital presence, with a mobile app already live and a redesigned website set to launch next week.