WFCA Launches £1.5 Million Bathstore May Sale Campaign

Bathstore is launching its latest campaign to promote its Big May sale. Creative, media, catalogues, in-store and point-of-sale promotional material is through WFCA plc, the leading Kent-based full-service advertising and marketing agency.

Promoting sale items at up to 50% off, the national and regional TV push breaks this week and runs until May 31st. The TV kicks off with a 30” commercial, followed by a mixture of 30” and 10” ads until May 3rd targeting May Bank Holiday, followed by another series of 10” ads targeting the second May Bank Holiday. Watch out for water splashes, big bright 3D letters, energising music and fantastic product. The voiceover focuses on how Bathstore is big on quality and big on savings, with the end-line “Bathstore – Now everyone can have a beautiful bathroom.”

7.5 million 16-page inserts will run in titles including Daily Mail Weekend, Sunday Times, House Beautiful, Grand Designs and The Guardian. The ‘It’s a BIG SALE’ theme is followed throughout using vibrant colours, huge letters and water splashes to highlight key products and great offers. There will also be 600,000 door drops.

There is a two-tiered press campaign with different creative for the national press (product-led) and home interest magazines (design-led, above). Press ads will run in the nationals, newspapers, London Evening Standard, London Lite, thelondonpaper, with a final burst on May 27th with a Sale Ends message. The magazine press ads will run in titles including Livingetc and Ideal Home.

Brian Harris, Head of Marketing at Bathstore, said: “We wanted to emphasize that people don’t need to abandon plans of a dream bathroom because of the recession. The new campaign promotes the size of the sale and the fact that we have some of the very best deals around. We asked WFCA to deliver a campaign with cut-through and a strong call to action, which they delivered perfectly.”

Copywriter and Art Director: Alison Brushfield and Wes Walters
Creative Director: Wayne Pashley and Greg Phitidis
Agency Planners: Fiona Quinn and Nick Radley
Agency Producer: Emma Johnston
Agency Account Director: Martin Hart
Photographer / illustrator / designer: Wes Walters
Audio Post-production: Angels Egg
Editor & Editing Company: Nice Biscuits
Post-production company: Nice Biscuits
Media planning / buying agency: WFCA Integrated Ltd
Media Planner: Jon Cook
Media buyer: Rebecca Wyld