We hear it a lot – “We tried advertising and it was a waste of money”.
If this is your experience, then read on.
When PR agency, Practical Media Services, asked us to pitch for the Sunshine Kids’ advertising, they had already helped to raise their clients’ profile high enough to secure distribution through Mothercare and Halfords. Having achieved this, they knew they needed to up their creative game to be able to compete in the parenting and automotive press.
Sunshine Kids makes a range of in-car children’s products, such as booster seats, seat liners and bottle warmers.
Our brief was to produce a campaign that clearly demonstrated product benefits and increased brand recognition.
Effective advertising doesn’t just rely on the agency, it needs a brave client too. The chosen route used distinctive ‘Janet and John/Ladybird book’ style illustrations to add warmth to the brand. This visual approach is so radically different to anything that competing brands like Maxi-Cosi and Britax were doing, that it took a leap of faith from Sunshine Kids.
The campaign broke in April 2009, and by the end of the month, sales were already significantly up on April 2008, so something’s obviously working. Now, it’s not like we can guarantee the same results for every campaign we produce, but with a bit of tender loving creativity, advertising really can work. Of course, the flip-side is that badly conceived, poorly executed advertising often doesn’t!
To see more of our Sunshine Kids work, click here