NEW MEDIA: Morphy Richards builds 'great hair' site

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 site.



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.



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