Plumbing World helps Kiwis to sort out “that reno” in new ‘Plugly’ campaign via Charm
Creative agency Charm and Plumbing World have continued with the Plugly approach after the first iteration proved to be one of the most talked about marketing campaigns in its 60-year history.
Plugly originated from the first campaign, when the team realised that merging plug and ugly (words that were part of the script) was the perfect descriptor for a deteriorating bathroom and so, ‘Plugly’ was born.
In this latest iteration, Plugly part 2, Charm and Plumbing World have introduced a TVC with an ode of sorts to the aforementioned out of date, broken and frankly ugly bathrooms we’re all familiar with.
“We know aspiring renovators have a passion for transforming spaces and can be prompted to consider improvements through functional or emotional marketing triggers, but either way it’s an investment – in time and money,” says Sarah Vining, marketing manager at PLumbing World.
“We need to respect that this will always be the case, but even more so in a cost-of-living crisis,” Vining continues.
Charm has partnered with Plumbing World since 2017 and applied the same strategy to its creative direction as Plumbing World do to their renovation philosophy – that it should be fun and practical.
Says Jo Tacon, managing director, Charm: “The plugly bathroom that features in the campaign is one that we all know and have a love-hate relationship with.”
Charm and media partners Dynamo have rolled out the Plugly campaign across social media, NZ Herald, YouTube, video on demand and online video.
The campaign also includes a promotion to go in the draw to win $5,000 towards a bathroom makeover.
Says Vining: “We wanted to acknowledge and support Kiwis to improve their everyday lives, and what’s more everyday than your bathroom.”
With seven out of 10 Kiwis worried about money, bathroom and kitchen upgrades are being pushed to the bottom of the to-do-list.
Adds Vining: “We know New Zealanders are feeling the pinch, but living with a bathroom or kitchen that’s in dire need of a renovation, big or small, can get you down. What Kiwis may not realise is you don’t need to spend all your savings to make improvements. With some expert advice and great Plumbing World deals, a little can go a long way to making a bathroom more modern and practical. The campaign acknowledges that while we can live with a bathroom that needs a makeover, how good would it feel to make some improvements.”
Client: Plumbing World
Agency: Charm
Creative Team: Bob Moore & Anton Evans
Client Service: Billie Richards & Sophie Collett
Strategy: David Bowles
Director & Production: James Barr
Photography: Stephen Tilley
Media: Dynamo – Toni Steiner