Marketing - Photobox Group - 23 May 2014

Photobox launches new #MyDadMyHero integrated TV campaign

Photobox launches new #MyDadMyHero integrated TV campaign

Following the success of past TV campaigns, Photobox launches a new integrated campaign for Father’s Day celebrating the little things that Dads do all year around

UK, London, 23rd May, 2014 – Following the success of past TV campaigns, Photobox, a leading personalised product printing company in Europe, is launching a new integrated campaign for Father’s Day – celebrating the little things that Dads do all year around. Kicking off on the 25th May, the campaign incorporates TV, out of home media, online and mobile promotions, as well as a social media competition running across a multitude of different platforms using the hashtag #MyDadMyHero.

Thanks for the lifts

Launching the TV campaign with a spot around the British Soap Awards on the 25th May, the advertisements will also be positioned around other primetime shows – such as Coronation Street and Jamie’s Money Saving Meals.

The new campaign taps into the audience’s emotions by highlighting the heroic everyday actions that dad’s do – from giving their kids a lift on their shoulders, to pumping up a bicycle tyre or simply making a cup of tea. The campaign also highlights a range of completely customisable products that can be created, to give Dad a truly personal and heart-felt gift this Father’s Day to say thank you. There are two different versions of the TV advertisement, the first uses a similar direct response strategy to previous campaigns, and a second one that is more emotive and brand-orientated.

Robert May, Photobox’s UK Managing Director, comments:

“We wanted to create a more emotional-led campaign, to highlight how our products can make dad feel really special this Father’s Day. We know that it’s often the small actions in life that mean the most to others; in our latest campaign, we have tried to encapsulate the everyday activities that families celebrate through our personalised photo products.”

The TV campaign will be aired in the UK, Ireland and France. The ads have been created by Wordley Production and the media planned by The Response Team (TRT).

-ENDS-