adconnection - the latest campaign for Maplin across TV and digital

Taking advantage of latest changes in viewing habits, adconnection has planned a fully integrated, cross-channel campaign that moves Maplin to all aspects of TV, AV and digital. In addition, through the use of extremely granular targeting of Maplin’s niche target audiences adconnection can massively reduce wastage even across multiple channels.
Alongside a first night TV roadblock and high profile spots within key ad breaks, this year’s campaign is going one step further to incorporate a number of ground-breaking video and digital formats.
The campaign will run on TV catch-up sites such as All4 (previously 4OD) and Demand 5, Sky adsmart to target relevant audiences with a frequency cap, as well as on other online video platforms. This will include in content video ads and interactive pre roll ads in which viewers will have the opportunity to select one of three Maplin ads to watch.
Henry Swift, Head of Marketing at Maplin, had this to say of the campaign: ‘With consumers increasingly watching TV & video content across a range of devices it was important to build a campaign which reflected this. By moving from a TV led to a fully Audio Visual strategy means we can tell the Maplin ‘story’ in a variety of ways and tailor content to a relevant audience’.
Dan Grossman, Account Director at adconnection “We’re looking forward to building on our successes with Maplin from last year’s TV campaigns. Key to our strategy for this year is implementing a fully integrated multi-channel campaign to amplify the effect of our TV spots. Harnessing new media technology and video formats, along with harmonised social media, gives us the opportunity to reach our audience across multiple devices in a highly targeted and efficient way”.
TV advertising, supported by a full suite of harmonised digital activity, will launch on May 3rd.
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