October 26, 2011
This week sees the Christmas instalment of Halfords ‘ That’s Helpful, That’s Halfords’ campaign, with a 30” Bike TV commercial, designed to encourage parents to come to Halfords to buy bikes for their children’s Christmas presents.
The commercial was written by creatives Richard Holmes and Remco Graham of DLKW Lowe and directed by Paul Gay of Waspface. The campaign seeks to position Halfords as a place to go for lasting gifts – in this case, we follow the journey of a little girl, from the initial excitement she has at discovering she has been given a brand new bike for Christmas, to the continuous joy she gets from the bike all year round, through all weathers!
With times tough, customers are seeking out more useful gifts that give genuine value for money and pleasure, as opposed to ‘throw away on Boxing Day’ gifts. Halfords are the authority when it comes to family biking, so wanted to bring this insight to life, showing that your child’s first bike is a gift that can give again and again.
Halfords continue to build on their Easter campaign, positioning Halfords as the helpful retailer in tune with customer needs – providing quality products, great prices and unique in-store build and fitting services. The package of ads being broadcast on TV and online in the run up to Christmas include offers to entice those looking to prepare early for Christmas.
Gerry Murphy, Group Brand Marketing Director for Halfords commented ‘Our customers have had it really tough this year and deserve treating their families with gifts that last. We’re committed to helping them this Christmas by stocking quality products – like bikes which we can build, safety check and fit for them – so they can be used all year round, making the most of their hard earned money.’
The TV commercial launches on Wednesday 26th October 2011.