TV campaign

New World Developments is supporting retailers with its biggest ever direct-to-the-consumer marketing campaign – including two six-week-long national TV advertising campaigns.

The Ballymena-based company has committed to a multi-level marketing push that hits national TV from yesterday (October 3) and includes the launch of a new, consumer-led website designed to drive customers direct to company approved stockists.

MD Asa McGillian said: “The campaign represents our biggest ever spend and demonstrates our commitment to supporting stockists and generating new business for them.

“This is the first time the company has ever gone on TV and shows our determination to establish Apeer as the number one name in door entrance systems with consumers. We have developed an outstanding product – the first ever all-GRP doorset on the market – and now we are determined to shout about the benefits to consumers.”

The first six-week TV campaign will run across home interest channels on the Sky and Channel 4 portfolio targeting all adults aged 16-54 with a bias towards the ABC1 viewer. Slots for seven-days-a-week have been lined up covering daytime, peak evening and late evening viewing.

A 30-second ad emphasising the security and energy efficiency benefits of Apeer doors has been developed especially for the consumer. Said Steven Johnson of media buying agency Adhaus: “The campaign has the potential to reach more than 26 million homes through satellite TV channels and is easily the cheapest and most cost effective way for Apeer to reach its desired target audience.”

Viewers will be directed to the new www.apeer.co.uk website.

“An important feature of the site is a consumer version of our successful Doorbuilder programme so that homeowners can get a taste and feel for the different styles, colours and glazing options available to them and how their chosen new entrance system could look,” said Asa McGillian. “It is a much simpler version of the trade software and, having given them a taste of the possibilities, the site then drives them, via a postcode search, to their nearest stockist.”

www.apeer.co.uk
028 2563 2200
sales@nwd.uk.com