Nolan’s 30th Anniversary brand campaign.

// Nolan

The brief

To create an engaging campaign to signify Nolan’s 30th anniversary, while emphasising brand values of providing quality products and reliable excellent service. 

couple sitting on sofa

Key objectives

  • Highlight a key milestone in Nolan’s trading history
  • Increase sales
  • Increase brand awareness
  • Create a campaign that would hit a new and younger demographic whilst also saying thanks to the long-standing loyal customers.

Insight

Having worked with Nolan for the past 10 years, we have a great understanding of what has been successful for them and what continues to deliver. TV has always been the main component of the plan, with other media to complement it, so, as part of the campaign strategy, we needed to review if this was type of media was still effective for them. To enable us to do this, Nolan entrusted us with their sales figures from the previous years so that we could analyse them, and see what leads we could comfortably attribute to the media. From this, we discussed and made recommendations for media options which included competitor analysis, target audience media choices, creative considerations and presented the research findings to the client, using this as the basis for our planning.

Working together with Nolan we understood that we would have two geographical areas of Carmarthen and Cardiff, with two main demographics which were semi-retired/retired 50years+, and professional couples 35-40years+. 

man standing in front of red window

Solution

Having already concluded that TV still worked for them, we incorporated ITV airtime into the plan as the programming indexes highly with our target audience. We provided a recommendation having considered a number of factors such as; second lengths, cost, quality, trading audiences, build of reach vs frequency of message, programming strategy and seasonality.

We also included ITV Video on Demand (VoD) to be tested, and activity on S4C to include Welsh programming, to boost the linear TV. To reach a newer audience as well, we also broadened the activity and used other media, including Out-of-Home (OOH) and strategically placed cinema adverts, planned to coincide with a couple of big films being released.

Our production team also created a brand-new advert, which would be sliced and diced in order to create assets for social media, and other online media. It’s always essential for us to ensure that the client can maximise and get the most use from the ads we create.

We worked closely with Nolan to agree programme strategies on a monthly basis, and sent weekly delivery updates whilst the campaign was live. The regular contact let the clients know what was happening with their campaign at all times, and gave them input into the shaping of it. We reviewed the activity post-campaign and delivered or exceeded all elements of the plan.