Hamelin Paperbrands targets students in first TV campaign
Hamelin Paperbrands kicks off a £1.5m campaign urging UK students to buy its Oxford notebooks today with an ad developed by Manchester's Momentum. Watch it here.
The 'Back To Uni' campaign breaks with a 30 second TV commercial – the brand's first foray onto UK screens - developed with the Manchester office of Momentum. It will be backed by retail six sheets and in-store point of sale.
Ailleurs Exactement had originally created the brand's TV ad for European markets, and Momentum was tasked to work with the French agency to “bring the brand's values to a UK audience”.
Momentum's group account director for Hamelin, Aidan Flynn, said: “We've relished the challenge of this project, adapting a successful European campaign to make it relevant for students in the UK. It's been a real opportunity to get involved with a premium brand right from the very start.
“We anticipate huge talkability around this campaign within the student market.”
Gerard O'Mahony, marketing director for Hamelin Paperbrands, added: “The launch of the new Oxford range signals exciting times for Hamelin – as we strengthen our portfolio in the UK, it's crucial that we maximise awareness.”