Viking, the direct mail and e-commerce office supplies brand, has launched a new TV advertising campaign.
The move follows the brand’s re-launch last year and is designed to cement the company’s position as the UK’s leading supplier of office products and services to small businesses.
Viking parent, Office Depot, appointed advertising agency Gratterpalm to re-launch its direct business in the UK and Ireland in 2011 through an integrated campaign, which included TV ads featuring a voiceover by Chris Evans.
According to Gratterpalm, the campaign achieved great results for Viking, delivering increased levels of brand awareness and attracting a younger customer demographic. The agency has now developed a new TV ad to reinforce Viking’s brand positioning, as well as introducing new products and promotions to drive sales.
The ad, which will be broadcast across a wide range of Freeview and Sky channels in March 2012, depicts an office stocked with Viking supplies, which then disappear to represent the products ‘flying off the shelves’.
According to Gratterpalm, synergy with the original ad has been maintained by using the same music and style, and Chris Evans again provides a recognisable voiceover.
Rick Ward, creative director at Gratterpalm, said: “By focusing on the products, great deals and services that Viking offers, such as next day delivery, we’ve used the ad to give customers a reason to visit the company’s website. The modern colours and graphics employed throughout will help drive home the message the new Viking is in tune with today’s innovative small businesses.”
John O’Keeffe, commercial director at Office Depot, said: “We were impressed with the creative developed by Gratterpalm for our campaign last year, and even more impressed by the results. This new TV ad looks and feels great, thanks to its contemporary and stylish finish. I’m confident the new campaign will reinforce our market position and help us to successfully promote our products and services to our existing and new customers.”