Plumbing World helps Kiwis to sort out “that reno” in new ‘Plugly’ campaign via Charm – Campaign Brief
October 31, 2024, 5:32 p.m | | No comments
Creative agency Charm and Plumbing World has taken the Plugly approach further after the first iteration proved to be one of the most talked-about marketing campaigns in its 60-year history.
Plugly was born from the first campaign when the team realized that the combination of Plug and Ugly (words that were part of the script) was the perfect description for a decaying bathroom, and so “Plugly” was born.
In this latest release, Plugly Part 2, Charm and Plumbing World have introduced a TVC with something of an ode to the aforementioned outdated, broken and frankly ugly bathrooms that we are all familiar with.
“We know that aspiring renovators have a passion for transforming spaces and can be inspired to think about improvements through functional or emotional marketing triggers, but in either case it is an investment – in time and money,” says Sarah Vining, marketing manager at Plumbing World.
“We must respect that this will always be the case, but especially in a cost of living crisis,” Vining continues.
Charm has been working with Plumbing World since 2017 and applies the same strategy to its creative direction as Plumbing World applies to its renovation philosophy: that it should be fun and practical.
Jo Tacon, managing director of Charm, says: “The clogged bathroom featured in the campaign is one we all know and have a love-hate relationship with.”
Charm and media partners Dynamo have rolled out the Plugly campaign across social media, the NZ Herald, YouTube, video on demand and online video.
The campaign also includes a promotion to enter the drawing for $5,000 towards a bathroom renovation.
Vining says: “We wanted to recognize and support Kiwis to improve their everyday lives, and what's more mundane than your bathroom.”
With seven out of ten New Zealanders having money worries, bathroom and kitchen upgrades are pushed to the bottom of the to-do list.
Vining added: “We know New Zealanders are struggling, but living with a bathroom or kitchen in desperate need of a makeover, big or small, can be depressing. What Kiwis may not realize is that you don't have to spend all of your savings to make improvements. With some expert advice and great deals from Plumbing World, a little can go a long way in making a bathroom more modern and practical. The campaign recognizes that while we can live with a bathroom that needs a makeover, it would feel good to make some improvements.”
Customer: Plumbing World
Agency: Charm
Creative team: Bob Moore and Anton Evans
Customer Service: Billie Richards and Sophie Collett
Strategy: David Bowles
Directed and produced by James Barr
Photography: Stephen Tilley
Media: Dynamo – Toni Steiner
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