Doro has revealed its first TV advertising campaign in Ireland for its easy-to-use mobile phones (sold through Vodafone). The new campaign will air in prime daytime slots on TV3. The objective is to build brand awareness specifically across the Irish senior audience. Viewers will be driven to a micro site at www.doro.ie/easy.
The advert is twenty seconds long, features Irish actor Conor Mullen and use the strap-line ‘Brilliantly Simple’.
TV exposure is being supported by a concurrent digital media push – which will use the same images, tone and messaging as the campaign. The online adverts will be placed across a range of Irish websites that are most popular with the 60+ demographic. This digital activity will target the mature online audience using a mix of both contextual and behavioural targeting techniques. Chris Millington, managing director, Doro Ireland and UK said, “It’s exciting for us, in what is clearly a difficult time, to be creating a new market opportunity in Ireland.”