Lancashire-based Crown Paints, the UK’s second largest paint manufacturer, has launched a major new advertising campaign, bringing its brand purpose to life for trade and retail customers alike.
The campaign, created by Driven, is built around the brand’s purpose to “help everyone paint their own possible” and will be delivered across a primarily digital footprint in video platforms, social, audio and programmatic out of home.
Media planning has been crafted by Manchester’s Love Sugar Science, utilising cultural focal points to concentrate exposure to the films in the environments most capable of building cultural value into the stories and increase perceived prominence of the activity.
Leveraging the anticipation of the build-up to the new football season, and in particular the much-hyped September transfer deadline day, the team created and sponsored a new deadline day content strand with Talksport activated on air, online and in social. The activity is reinforced through all key social and YouTube environments.
This adds to a targeted strand of programming on C4’s streaming platform where the brand will be seen in the broadcasters most conversational content alongside select spots in linear, such as Gogglebox.
Crown’s marketing director Katie McLean said: “Crown has always made a point of innovating in product and ideas to help give people everything they need to open up new opportunities to paint their possible in the every day.
“Love Sugar Science have shown us how our media thinking could evolve with our purpose, also helping us to see how we can make new opportunities work hard to inspire our customers and achieve our commercial targets.”
Jessica Scott, co-founder of Love Sugar Science, added: “Crown is a really special brand with such a powerful role in their audiences lives and so much potential to make a famous impact in popular culture. By carving out a clearer and harder hitting role for them in digital environments we have been able to better target the impact of their communications and raise the emotional energy wherever people encounter our stories.”
