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1 April 2008

Autoglass looks to crack TV audience with new Ad campaign

Autoglass is bringing its award winning ‘Heroes’ radio concept to TV with a super-heavy-weight campaign launching this month.

The ad is the first televised campaign from Autoglass in five years and premieres on the 7th April during the Jeremy Kyle Show. It shows real life Autoglass technician Gavin, the popular voice of the company’s radio campaign, explaining the importance of getting windscreen chips repaired and highlighting the quality and safety benefits of the Autoglass service.

The campaign has been created by McCann Eriksson Brussels, following a global pitch involving 10 agencies in seven countries, and has been planned and bought by Universal McCann in the UK. 50” and 20” ad formats will run across a number of national channels, including ITV, over a two week period, making the company the biggest TV advertiser in Scotland and in the top five in the North West. If successful, the advert could be rolled out on an even greater scale in the UK later this year and could also be taken up by Autoglass parent company, Belron, to run in 29 countries across the globe.

The company is already a top five player in radio advertising and remains committed to investing in the format. As part of the new TV campaign, Autoglass has revised its radio creative to generate more stand-out. Radioville, the company behind the Autoglass Heroes radio ads, also worked closely with McCann Eriksson Brussels to ensure the essence of the original campaign was kept in the TV creative.

David Meliveo, head of marketing at Autoglass, said: “The success of our ‘Heroes’ concept lies largely in the emotional impact of a real Autoglass technician explaining the importance of chip repair in way that is jargon-free and accessible to the audience. This is something that we believe will translate well in a televised format, helping us to communicate our message that Autoglass can be trusted to provide a friendly, professional and hassle-free service.

“Bringing the campaign to TV is an important step for Autoglass; we have ambitious plans for the brand in 2008 and the TV ad marks the first stage of a wider strategy to communicate the Autoglass service benefits to a mass audience.”

Autoglass first launched its “Heroes” radio campaign, using real Autoglass technicians to explain the benefits of repairing windscreen chips, in 2005. So far, the campaign has become the most successful in Autoglass history, helping to boost brand recognition and drive contacts via the call centre and website.

The campaign scooped two awards for Outstanding Campaign over 250 and the ‘Grand Prix’ for Most Outstanding Radio Planning at the 2007 Radio Planning Awards and was commended for the most effective radio campaign in the GCap Media Radio Planning Awards.

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