Ecological cleaning brand Ecover is to launch its first major TV advertising campaign on Sunday 8 January, developed by London agency Brave.
The campaign, which will feature the message of ‘Feel Good Cleaning’, includes outdoor and colour press ads, digital and social media as well as the 30 second TV advert.
Clare Allman, Ecover marketing manager, said: “This campaign marks a real step-change in Ecover’s marketing. We are enormously proud of our heritage as the first and genuine ecological cleaning range and needed to convey the ethos of our brand in a powerful way which went beyond the trite ‘green’ claims that we too often see associated with mainstream cleaning brands.
“We wanted to develop a 360° integrated approach which would reach our broader target audience through a variety of channels with tailored messaging that was a world away from the idea of cleaning as a dull, boring, essential task but positioned it instead as something fun and hugely satisfying.”
The TV ad includes a call-to-action for viewers to visit Facebook, where they can find out how “Feel Good” they are and get involved in Ecover’s CRM programme. A longer ‘behind the scenes’ version of the commercial including out-takes will also run on YouTube and Facebook, as well as on Ecover’s web pages.
The commercial, which will run for 11 weeks, will be shown every week during Dancing on Ice, featuring a ‘special relationship’ with the programme and professional skater Frankie Poultney, as well as running on daytime programmes (such as Loose Women and This Morning) with focus on the celebrity skating challenge. Ecover will also run a competition to win Dancing on Ice finals tickets.
Declan Garvin, Brave’s senior account director, said: “This is a really different advertising approach for cleaning products which focuses firmly on emotional satisfaction and fun. Our strategy was clear – to target a broader consumer base without alienating Ecover’s traditional ‘deep green’ user...and all our research indicates that the campaign will really resonate widely with people who want thorough and effective cleaning ‘with no nasties’.”