Charm and Plumbing World launch Plugly part 2

Creative agency Charm and Plumbing World have continued with the Plugly approach after the first iteration proved to be one of the most talked about marketing campaigns in its 60-year history.

Plugly originated from the first campaign, when the team realised that merging plug and ugly (words that were part of the script) was the perfect descriptor for a deteriorating bathroom and so, ‘Plugly’ was born.

Charm reached out to Jimmy Barr at Useful Films, eager to collaborate on bringing the innovative Plugly project to life.

In this latest iteration, Plugly part 2, Charm and Plumbing World have introduced a TVC with an ode of sorts to the aforementioned out of date, broken and frankly ugly bathrooms we’re all familiar with.  

“We know aspiring renovators have a passion for transforming spaces and can be prompted to consider improvements through functional or emotional marketing triggers, but either way it’s an investment – in time and money,” says Sarah Vining.

“We need to respect that this will always be the case, but even more so in a cost-of-living crisis.”

Creative agency, Charm has partnered with Plumbing World since 2017 and apply the same strategy to their creative direction as Plumbing World do to their renovation philosophy – that it should be fun and practical. 

“The plugly bathroom that features in the campaign is one that we all know and have a love-hate relationship with,” says Jo Tacon at Charm. 

Charm and media partners Dynamo rolled out the Plugly campaign in September, launching across social media, NZ Herald, YouTube, video on demand and online video.  

The campaign also includes a promotion to go in the draw to win $ 5,000 towards a bathroom makeover. 

“We wanted to acknowledge and support Kiwis to improve their everyday lives, and what’s more everyday than your bathroom,” says Vining. 

With seven out of 10 Kiwis worried about money, bathroom and kitchen upgrades are being pushed to the bottom of the to-do-list. 

“We know New Zealanders are feeling the pinch, but living with a bathroom or kitchen that’s in dire need of a renovation, big or small, can get you down,” continues Vining.

“What Kiwis may not realise is you don’t need to spend all your savings to make improvements. 

“With some expert advice and great Plumbing World deals, a little can go a long way to making a bathroom more modern and practical.”

“The campaign acknowledges that while we can live with a bathroom that needs a makeover, how good would it feel to make some improvements,” concludes Tacon.

The post Charm and Plumbing World launch Plugly part 2 appeared first on stoppress.co.nz.

stoppress.co.nz