Mira Showers, the UK’s leading shower manufacturer, has launched a new consumer ad campaign, following the recent appointed creative agency, hÃ´me.
hôme’s first campaign is part of a strategy to build on the success Mira enjoys in the trade by focusing attention on driving consumer preference for the brand.
The new positioning ‘Showering Perfection’ is brought to life by My Mira; a campaign where people describe how their Mira shower creates their perfect showering experience. hôme worked with photographer Alex Telfer to create a series of images which form the focal point of the campaign.
Rich Marson, director, hôme, said “The brief was to create a clear positioning for the brand which is true to the business but also resonated with its many audiences. Importantly, the campaign needed to appeal to consumers, portraying the stylish and innovative products across the Mira range, while reflecting the values of the brand. Mira’s aim is to deliver the perfect showering experience, and so we came up with the idea of ‘Showering Perfection’.”
Roger Crabb, marketing manager of Mira, added: "We were really impressed with the ideas that hôme presented to us in terms of this exciting new development of the Mira brand. As the UK’s leading shower manufacturer, we needed to make sure that the creative represented what people get out of their showering experience.”
He continues: “The campaign needed to convey warmth, but with a tone of voice and personality that makes us stand out in this competitive market.”
The £800,000 campaign, which is now running, is Mira’s biggest ad campaign in over twenty years. It will run across press, online and direct mail.
hôme is currently developing a range of supporting marcomms’ materials including brochures, brand guidelines and trade advertising as well as point of sale.