Doro is targeting grandparents in a major Christmas TV advertising campaign which launches this month.
The campaign's main focus is its latest smartphone, the Doro Liberto 810 but will also promote feature phone handsets from the company’s range. It will run in the UK from 10 November to 22 December.
The creative theme for the campaign is ‘Making Memories’. It focuses on how the company’s mobiles allow people to capture and share memories, in the form of photos and videos, with their family and friends.
Each advert is 20 seconds long and, for the first time in a Doro TV ad, it uses real people filmed on location. The story begins with the camera focused on framed family photographs and then pans out to show a grandmother capturing new memories by filming her grandchildren with a Doro smartphone. Other versions show the grandmother taking still photographs on Doro feature phones.
The campaign will run on Channel 4, ITV1, ITV3, Five, Alibi and Yesterday in the UK. There will be eight different versions of the advert shown in the UK – carrying a specific retailer call-to-action for each of the featured products. In total, the creative will run over a thousand repetitions generating 440 television viewer ratings.
Chris Millington, MD of Doro UK and Ireland, said: ‘This is the first time we have used real people in our TV adverts and I truly believe it has been an excellent move to build an emotional link with the audience. There’s no better way to demonstrate the joy our products bring to the end user.’
The campaign will be supported with a digital media campaign including extensive online banner placement, across relevant sites and an extended 45 second in-banner version of the TV advert.