Manchester-based video production company Koala has created a new national TV advert for hair brand Denman.
Koala designed the creative for the 20-second ad that features user-generated video content from 30 consumers to showcase Denman’s new hairstyling product, as well as a range of its existing products.
This is the first national television campaign for Denman which will launch on Monday, March 14. The campaign will run for four weeks on ITV1 and Channel 4 and will target key programs such as Coronation Street, Loose Women and a Place in the Sun, with planning and media buying by media agency Total Media.
The TV ad campaign, which will use AdSmart’s programmatic offering to target women who shop for hair products, will be supported by broader marketing activity on YouTube, Instagram and Facebook.
Kim Nolan, Koala’s Director of Sales, said, “We had a lot of fun designing the concept and bringing together the real-life videos, graphics, music and voiceover to showcase the diversity and flexibility from the Denham range. While the Tangle Tame Ultra Bee brush is the flagship product, the individuals in the video are the real stars.”
Kevin McNamee, CEO of Denman, added, “The TV advertising motivation was aligned with our annual marketing spend with Boots. We wanted to do something impactful and memorable, and TV advertising was something Denman had never done before, so we felt the time was right to communicate directly with our clientele.