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Noel Leeming aims to get technologically unsavvy parents up to play in its latest spot

Teens looking to escape by going overseas should think again, as Noel Leeming is teaching parents how to stay connected in its latest TVC via FCB, promoting its in-store and at-home customer services.

The 30-second TVC follows the story of a father upgrading to a smartphone in order to keep in touch with his tech-savvy daughter who is going on her OE. It depicts him taking advantage of Noel Leeming’s in-store advice to best understand how to operate his new device and how to get the most of it.

It was inspired by similar stories from real customers who have benefited from the stores technology specialist services, according to a release.

FCB executive creative director Tony Clewett, says the campaign was born from the opportunity to educate New Zealanders about how Noel Leeming services can help people with a variety of tech needs and in this instance, a father trying to parent his teenage daughter as she explores her independence.

It follows in the wake of the first TVC about an endearing golf-lover who was able to watch his favourite sport on TV again after staff taught him about Chromecast technology.

The TVCs are supported by native editorial that explores Noel Leeming services and increases understanding of how it can solve a variety of technology woes.

For those suffering from technological difficulty, the store launched its first series of snackable video content last week, which provides viewers with short, easy-to-view tips and ‘how-tos’ based on the types of question the in-store staff are often asked.

The videos have been designed to help viewers get the most out of their devices, inspire them to trial new products that can better meet their needs and to help them understand the breadth of advice they can receive in-store, or at home.

The campaign follows a rebrand by the electronics store in 2014, which saw the brand get a new logo and staff a new uniform.

With the new look and change of focus to customer service, chief executive Tim Edwards told StopPress earlier this year: “If you go back two or three years ago, we were sitting at around the 20 to 25 percent share of the New Zealand electronics market. But we’re now sitting in the 30s or the 35s. And I’m proud as punch.”

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