Morphy Richards has delivered its first dedicated social media campaign to launch its Redefine product range.
The campaign, entitled The Morphy Richards Mole, sees a fictional, rogue brand technician leak news of the top-secret technology as he puts the innovative products through rigorous quality and control tests.
The three part series of 30 second videos, was created to highlight the incredible design and technology behind the new premium range which includes the atomist iron, a hot water dispenser, kettle and toaster. Products retail between £99.99 and £249.99 and are available at all major retail outlets.
The campaign was designed and executed by advertising agency CIC and filmed at Morphy Richard’s product testing facility in the heart of Yorkshire.
It is the first time the leading electrical brand has launched a new product exclusively through social media channels and sees the videos promoted directly through the brand’s Twitter, Facebook and YouTube platforms. Over 57,000 collective views have been enjoyed to date.
Speaking on the campaign Rod Burrows, marketing and consumer engagement director at Morphy Richards, said: “It was important to us to take a new approach in marketing Redefine. The technology behind the range is truly revolutionary and we wanted to showcase this in a way that was both informative and engaging. The Mole Campaign created by CIC does just that.”
Rob Pearson, owner and managing director of CIC, said: “It’s been a real privilege to work with Morphy Richards on this campaign. The team invited us to challenge their marketing approach and devise something entirely new for its social media platforms and we were delighted to respond.”
The campaign is part of a full end-to-end marketing project that has seen CIC tasked with creating all packaging and marketing assets for the trade launch through to the teaser video and digital and web assets for the consumer and retail sell.
CIC is an advertising agency specialising in design, photography, CGI and video, with offices in Stoke-on-Trent, Europe and China. Clients include Victoria Plum, LeisureGrow and Nutrimaster. For more details visit www.ciconline.co.uk