Maplin unveils first national TV campaign

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Electronics specialist Maplin has unveiled its first ever national TV campaign.

The Maplin Moment campaign dramatises those moments when technical know-how runs dry, but Maplin has the solution.

The campaign kicked off on Sunday May 4 and will run until Saturday May 31, and will feature on 89 channels including ITV and Channel 4, as well as on Freeview, digital and Sky channels.

Created by krow communications, with adconnection handling the media planning and buying, the ad follows ‘Harry’ who observes multiple everyday moments when people’s tech know-how runs dry – but Maplin’s range of technology offers a smart solution. This includes an HDMI adaptor for multiple electronic devices; a Wi-Fi booster and a light dimmer for romantic dinners.

Maplin CEO John Cleland said: “The launch of Maplin’s first national TV campaign is the culmination of a lot of strategic change within the business. Our aim is to showcase the brand to a much wider audience, underpinning our role as Britain’s leading electronics specialist retailer.

“We’ve really invested in the brand with this campaign, combined with a new web platform and investment in our 215 stores throughout the UK. This strategy is designed to give more people a greater understanding and awareness of the brand and of our ‘Maplineers’ – the tech experts ready to help solve some of life’s little, but often frustrating, tech problems.”

Adconnection will reportedly be aligning TV activities with a programme of harmonised social media activity to amplify the impact of the TV campaign.

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