Morphy Richards, the home appliances brand, has created a microsite
to support the launch of its electrical haircare range, which aims to
take on the likes of Russell Hobbs, Tefal and Phillips.
The iwantgreathair.co.uk site has been developed by Fuse Digital as part
of a £1.25m integrated campaign with its sister above-the-line
agency Big Communications. TV ads promoting the products break on
November 19 and will encourage viewers to visit the site.
As well as showcasing the range, iwantgreathair.co.uk will offer
haircare and styling tips. Banner ads are appearing on retail stockists
including argos.co.uk, currys.co.uk and dixons.co.uk to drive traffic to
The company has also devised a competition for users who register to win
some of the products.
Morphy Richard's new haircare line covers nine products including
hairdryers, strengtheners and clippers aimed at 18- to 35-year-old women
and is designed to complement its Glitzy Chicks range which targets
seven- to 14-year-old girls.
Big Communications won the Morphy Richards account three years ago
without a pitch as a result of strategic advice it had provided the
company. It has been responsible for TV campaigns including one for the
Comfi Grip Iron.
The company enlisted Fuse to build morphyrichards.com 18 months ago.
It carries news and information on products and stockists.
Morphy Richards is part of Glen Dimplex Group, whose other brands
include Roberts, Belling and Stoves.