Morphy Richards launches £1.4m campaign to promote Vorticity cleaner
A £1.4m campaign for Morphy Richards new vaccum cleaner, Vorticity has been created by Gratterpalm.
The ‘Vorticity on Ice’ campaign breaks on TV today, while the Leeds agency has also designed the international packaging and in store point of purchase units for both UK and international markets.
The 30 second TV advert will air across ITV 1 and several digital channels, including Sky 1,2 and 3, Sky Movies, the Living Channels, Hallmark, Biography, Diva, Crime, E! and several more.
Rod Burrows, marketing director for Morphy Richards, commented: “Vorticity from Morphy Richards uses brand new technology within the floorhead of the vaccum, so it was really important that we developed a creative, eye catching ad campaign to really bring the technology to life for the consumers – and Gratterpalm has done just that.”
He continued: “The launch of Vorticity, through the TV ad and accompanying marketing collateral, will increase brand awareness and enable Morphy Richards to compete directly with the current market leaders.”
An interactive microsite has also been developed for the campaign and launched last month, alongside email templates.
Pete Camponi, creative director for Gratterpalm, explained that the ice dancing concept was an attempt to break away from the standard ‘woman vacuuming a carpet and now for the science bit’ elements which he felt were overused.
“As technology contained within the Vorticity vacuum is so unique, we really wanted to capture its key properties. The ice dancers therefore represent elegant, gentle and yet powerful movements with the pirouetting sequences clearly mirroring the spinning cyclones which lift the dust and dirt.”