Euronics has revealed that Nick Knowles, the star of BBC’s DIY SOS, will once again lead its above-the-line promotional campaign that launches to a national TV audience of millions on Christmas Day 2020. Airing on ITV, Channel 4, Sky and UKTV channels, the new ‘Generations’ Campaign begins with a 30 second TV ad that will run until 20th January 2021 and is supported by additional advertising and promotional content, appearing on TV and radio as well as in national newspapers, online and social media.
“Nick Knowles and Euronics stores are a perfect fit,” says Stuart Cook, CEO of Combined Independents (Holdings) Ltd (CIH), the electrical buying group, part of Euronics, Europe’s largest electrical buying group. “Our stores are all about supporting the local community and family values that have existed for generations. Nick Knowles clearly shares those same values and that love of heritage. He is a powerful advocate who can connect with people about the benefits of buying from your local Euronics store. It’s a great message that we’ll be taking to millions of people across the country in the next month, starting on Christmas Day.”
In the main TV ad, we see Nick in a kitchen setting at home, telling the story of how Euronics stores have provided local service for generations. The narrative plays out against a backdrop that shows Nick, having placed an order online for a new fridge-freezer from his local store, accepting delivery to the words, “delivered locally, just as it should be”.
In addition to this main feature, Nick has filmed a series of shorter product specific ads that will be shown during the Festive period, alongside ‘documentary style’ pieces with store owners and audio ads for social media and radio exposure. Devised by award-winning advertising agency, Wordley Creative, the Generations Campaign was shot entirely on location, following COVID-safe guidelines.
“This campaign will help build awareness and trust for Euronics retailers,” adds Stuart. “It will reinforce to consumers what our stores are all about – buying locally from an independent store that supports the local community. We’re confident that it will drive online traffic, and, ultimately, boost sales for our members over a very long period of time.”
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