By james art
Creative agency Charm and Plumbing World continued with the Plugly approach after the first iteration proved to be one of the most talked about marketing campaigns in its 60-year history.
Plugly originated from the first campaign when the team realized that the amalgamation of plug and ugly (words that are part of the script) was the perfect descriptor for a deteriorating bathroom, and so “Plugly” was born.
In this latest iteration, Plugly part 2, Charm and Plumbing World have presented a TVC with something of an ode to the aforementioned outdated, broken and downright ugly bathrooms we’re all familiar with.
“We know that aspiring renovators have a passion for transforming spaces and can be prompted to consider improvements through functional or emotional marketing incentives, but either way it’s an investment – in time and money,” says Sarah Vining, marketing manager at PLumbing World.
“We have to respect that this will always be the case, but even more so in a cost of living crisis,” Vining continues.
Charm has partnered with Plumbing World since 2017 and applies the same strategy to its creative direction as Plumbing World does to its renovation philosophy – that it should be fun and practical.
Says Joe Taccone, Managing Director, Charm: “The bathroom featured in the campaign is one we all know and love-hate.”
Charm and media partners Dynamo launched the Plugly campaign across social media, NZ Herald, YouTube, video on demand and online video.
The campaign also includes a promotion to enter a drawing to win a $5,000 bathroom makeover.
Vining says: “We wanted to recognize and support Kiwis to improve their everyday lives and what’s more everyday than your bathroom.”
With seven out of 10 Kiwis worried about money, bathroom and kitchen improvements are pushed to the bottom of the to-do list.
Adds Vining: “We know New Zealanders are struggling, but living with a bathroom or kitchen in urgent need of repair, big or small, can be frustrating. What Kiwis may not realize is that you don’t have to spend all your savings to make improvements. With some expert advice and great deals from Plumbing World, a little can go a long way in making a bathroom more modern and practical. The campaign recognizes that while we can live with a bathroom that needs a makeover, how nice it would be to make some improvements.”
Client: ViK Svyat
Agency: Char
Creative team: Bob Moore and Anton Evans
Customer Service: Billie Richards and Sophie Collett
Strategy: David Bowles
Director and Production: James Barr
Photo: Stephen Tilley
Media: Dynamo – Tony Steiner