IoT in Advertising: A Case Study on Maplin's Brand Strategy
Technology Category
- Sensors - Camera / Video Systems
Applicable Functions
- Sales & Marketing
About The Customer
The customer in this case study is Maplin, a well-known electronics retailer. Maplin is a company that prides itself on providing solutions to common household problems through their wide range of products. They are known for their customer-centric approach, offering service and friendly advice to customers who may lack technical know-how. Maplin has a strong presence in the electronics retail market and has previously leveraged TV advertising to increase spontaneous awareness of their brand. They are a forward-thinking company, open to innovative advertising strategies that combine traditional and digital mediums to reach a wider audience.
The Challenge
Maplin, a renowned electronics retailer, faced a significant challenge in recreating their successful TV campaign, 'Maplin Moments'. The campaign, which focused on solving common household problems with Maplin's products, had previously driven spontaneous awareness from 2% to 9%. However, the challenge was to make the new campaign work three times harder. The company needed to not only maintain the momentum of the previous campaign but also significantly enhance it. The goal was to firmly establish Maplin as the go-to store for service and friendly advice when customers' tech know-how runs dry. The challenge was further compounded by the need to extend the longevity of the campaign and add a fun perspective to it.
The Solution
To address the challenge, a strategic approach was adopted that involved the creation of three 10-second cut-downs. These short, impactful videos were designed to hammer home the message that Maplin is the ultimate destination for service and friendly advice when it comes to technology. To extend the longevity of the campaign and add a fun perspective, a spin-off video was created from one of the 10-second TV commercials. This video showed what a cat got up to in the house when left alone. The video was seeded in social media, which helped to extend the reach of the campaign and engage with a wider audience. This innovative approach combined traditional TV advertising with social media engagement, leveraging the power of IoT to reach and connect with customers.
Operational Impact
Quantitative Benefit
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