We are delighted to announce that our very first TV advert is now live on ITVX! Our Marketing Team have been working behind the scenes for the last few weeks to get everything ready for launch and we wanted to share with you some of the work that has gone into producing this advert.
We sat down with our Marketing Director, Mel, who managed the project and was on set for all of the filming. Here’s a sneak peek into everything that went down behind the scenes, all the juicy goss!
Let’s find out what Mel has to tell us!
Mel tell us about the campaign?
We had never planned to advertise this year but when our media agency, Love Sugar Science came to us with a great media placement opportunity on the 10th January (more on that later!), we just couldn’t afford to turn it down. I looked to our advertising agency TBWA/MCR to see if they could make it happen. This type of advert would normally be a 12-week turnaround, but TBWA/MCR said they could do it in a month. And do it well!
The concept was all about that feeling you get after having a tan. We wanted it to be aspirational but relatable too. Having a tan makes you feel great (and look great too) and it gives you that extra bit of confidence.
So, we set off on our sprint to make a great advert with a small, experienced team, all passionate about the brand and willing to go the extra mile.
And we managed to do it as quickly as 5-4-3-2-1:
- 5 production crew
- 4 creative agency team
- 3 extras
- 2 actors
- 1 client (that’s me!)
We filmed at two locations across one day. After the filming day, we did the voiceover with the amazing Stephen Bailey of Celebs on the Farm and Ferne McCann of First Time Mum fame. The final edit was signed off on Friday 10th Feb, ready to go live on Mon 20th Feb – just 24 working days after the initial call with Love Sugar Science.
So why the urgency?
Well, we got the opportunity to advertise on ITVX in the ad break of Love Island, a show loved by millions across the UK. We know this will appeal to our existing customers but also new ones! And because we are so confident in our brand, we are offering a free first tan to all new customers who register with us (subject to T&Cs).
Do you fancy a Free Tan?
