Manchester-based video production company Koala has created a new national TV ad for hair brand Denman.
Koala has devised the creative for the 20-second advert which features user-generated video content from 30 consumers to showcase Denman’s new hair styling product, as well as a range of its existing products.
It is the first national TV campaign for Denman which will launch on Monday 14th March. The campaign will run for four weeks across ITV1 and Channel 4 target key programmes such as Coronation Street, Loose Women and a Place in the Sun, with media planning and purchasing by media agency Total Media.
The TV ad campaign, which will utilise AdSmart’s programmatic offering to target women who purchase hair products, will be supported by wider marketing activity across YouTube, Instagram and Facebook.
Kim Nolan, Koala’s sales director, said: “We had great fun coming up with the concept and bringing together the real-life videos, graphics, music and voiceover to showcase the diversity and flexibility of the Denham range. While the Tangle Tame Ultra Bee brush is the hero product, the individuals in the video are the real stars.”
Kevin McNamee, CEO at Denman, added: “The motivation for the TV advert was aligned to our annual marketing spend with Boots. We wanted to do something which was impactful and memorable, and TV advertising was something that Denman had never done before so we felt the time was right to communicate directly to our consumer base.”
