Buoyed by the success of the TV spring and autumn advertising campaigns during 2006, Pilkington has filmed two brand new commercials for broadcast from February 2007 to continue the support for Pilkington Activ™ self-cleaning glass.
With sales of Pilkington Activ™ growing more than 10-fold during 2006 driven by the extensive television, press and Internet marketing campaign the decision to enhance the programme with two fresh commercials did not prove too difficult. With research supporting the sales figures by showing increases in the awareness of the concept of self-cleaning glass, as well as a significant increase in awareness of the Pilkington Activ™ brand, a similar theme based once again around inventions is being taken for the new advertisements.
Again adopting a tongue-in-cheek view that not all inventions work as well as Pilkington Activ™ self-cleaning glass the new advertisements feature gadgets that are too good to be true the – the Leisurely Lounger and the Extractor 3000 – which end up doing more harm than good, whilst the owner of the home with gleaming Pilkington Activ™ - an invention that really does work - looks on with amusement.
The commercials will appear nationally on satellite television (Freeview & digital) and terrestrial channels including ITV and Channel 4 in the Midlands & Meridian TV regions from February until the middle of April, supported by enhanced websites and other Internet activity. A public relations campaign continues with coverage in a range of popular national and local newspapers and consumer special interest magazines.
“Once again this activity is designed to drive business through installers of windows and conservatories fitted with Pilkington Activ™ to further stimulate sales, building upon last year’s campaigns,” explained Matt Buckley, Marketing Manager for Pilkington Building Products. “We now have a proven formula with research showing that there has been a significant uplift in the propensity to purchase self-cleaning glass and almost 60% of the UK home owning population (approx 15.4 million homeowners) aware of the concept, offering Pilkington Activ™ in windows and conservatories is a confirmed sales-winner.”