The eight-week campaign includes a mixture of brand-building and direct response TV commercials, a national door-drop campaign of an eight-page leaflet to three million homes. For the first time BrightHouse has employed TNT Post's new Home-in Targeting postcode modelling tool for even more precise targeting.
BrightHouse head of marketing Alan Beesley said. ‘Brand awareness of BrightHouse has grown rapidly thanks largely to our TV activity, which comprises of advertising and sponsorship of the Trisha Goddard Show. As we continue to open in new locations across the UK our highly targeted spring marketing campaign will support our growth by promoting the brand as a customer-friendly weekly payment store.'
During 2008 BrightHouse opened 21 new stores, increasing its store portfolio to 177. During 2009, the chain plans to add 20 stores.
The BrightHouse retail chain specialising in the sale of home electronic and domestic appliances, household furniture and related products, on a ‘rent to own' weekly-payment basis.
Unlike most retailers, it does not require customers to pay large deposits or have spotless credit ratings. Around 40% of the retailer's customers rely on benefits.
