Agency: DLKW Lowe
Halfords has luanched its “That’s Helpful That’s Halfords” campaign with two 30 second TV adverts designed for British families wanting to get away this Easter and make the most of the extra Bank Holidays and improving weather.
Both commercials were written by creatives Jackie Steers and Ira Joseph of DLKW Lowe and directed by Paul Gay of Hungry Man. The campaign positions Halfords as a helpful retailer in tune with customers needs, by packaging Halfords range of quality products, great prices and unique in-store services – such as fitting of roofboxes, sat navs and free bike building – under the banner of helpfulness.
‘Croc’ is the first ad on air – to take advantage of the impending Easter getaway – showing a mum’s novel method to get her sedantry family out of the house to enjoy the great outdoors, enabled by Halfords great deals on a roofbox, cycle rack and Sat Nav and their unique fitting servcies. The endline ‘That’s Helpful, That’s Halfords’ is surprisingly delivered by mum’s amphibious accomplice.
The second spot, called ‘Old Bikes’, shows a family setting off on incredibly old and rusty looking bikes only to see them fail spectacularly, resulting in their need for new bikes and therefore a trip to Halfords, where they are greeted by helpful staff who show them a range of quality bikes, great deals and a Bikehut mechanic who builds, fits and safety checks them for free. The ad closes on the happy family on their new bikes enjoying a sunny cycle ride, with the child’s toy delivering the endline ’That’s Helpful’.
Gerry Murphy, Group Brand Marketing Director for Halfords commented “I’m really excited about the ‘That’s Helpful’ campaign. I think it’s such a simple concept which will mean so much to our customers. The campaign is the start of a strategic commitment from us to our customers around us delivering helpfulness, not just in our advertising, but everyday in our stores.
Lynn Murphy, General Manager Marketing, added ‘That’s Helpful That’s Halfords’ is our bold new advertising strapline, but it’s more than that. It’s how we want to be to our customers. We want to be famous for being helpful. Through our great deals, quality products and in particular our unique and helpful services such as ‘We Fit, We Build and We Assemble’.
The first advert ‘Croc’ launched on April 13 2011. The second ad ‘Old Bikes’, broke on April 16 2011.