Gratterpalm Reinforces Viking's Market Position
Posted by: Gratterpalm
Date added: Mon 05 Mar 2012
In early 2011, Office Depot appointed Gratterpalm to re-launch its Viking Direct business in the UK and Ireland through an integrated campaign, which included TV ads featuring a voiceover by Chris Evans. The campaign achieved great results for Viking, delivering increased levels of brand awareness and attracting a younger demographic of customer.
Retail specialist Gratterpalm, which recently announced it was moving premises from Kirkstall to Leeds city centre, has now developed a new TV ad to reinforce Viking’s brand positioning, as well as introducing new products and promotions to tactically drive sales. The ad, which will be broadcast across a wide range of Freeview and Sky channels through March 2012, depicts a contemporary office fully stocked with Viking supplies, which then magically disappear to represent the products ‘flying off the shelves’. Full synergy with the original brand ad has been maintained by using the same music and style, and once again, Chris Evans provides a recognisable voiceover.
Rick Ward, creative director at Gratterpalm, commented: “By focusing on the products, great deals and services that Viking offers, such as next day delivery, we’ve used the ad to give customers a reason to visit the company’s website. The modern colours and graphics that are employed throughout will help drive home the message that the new Viking is in tune with today’s innovative small businesses.”
John O’Keeffe, Commercial Director at Office Depot, added: “We were impressed with the creative developed by Gratterpalm for our campaign last year, and even more impressed by the results. This new TV ad looks and feels great, thanks to its contemporary and stylish finish. I’m confident that the new campaign will reinforce our market position and help us to successfully promote our products and services to our existing and new customers.”
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