Online retailer Notonthehighstreet has launched its ‘biggest ever’ Father’s Day campaign, which aims to communicate the message that the site has something for “each and every kind” of dad.
The campaign, created by WCRS, includes a 30-second TV spot as well as two press executions and will be supported by a social media campaign to encourage dads to share their stories of special moments with their children, using the hashtag #dadventures.
Featuring ‘less ordinary dads’ the ad shows them being rewarded for their unique and wonderful ‘dadness’ with a gift from Notonthehighstreet reflecting their ‘individual interest and passion’.
Ben Carter, marketing director, Notonthehighstreet said: “Father’s Day is a very big gifting occasion for us and we’re determined this year to establish Notonthehighstreet.com as the place to come for unique and thoughtful Father’s Day Gifts. The campaign represents the very essence of what is magical about the relationships dads have with their children and the magical moments created by dads in households across the country. Here’s to the dads!”
Alongside the TV and press campaign, there will be a 'story time' iPhone app, available from the app store on 13 June, comprising a series of sounds for key storytelling themes such as outer space, witches monsters and princesses.
The new campaign comes after Carter told an audience at The Drum's Digital Convergence event in March that the retailer is channelling efforts to make the brand more omnipresent with men.