Worcester Bosch is introducing its new TV mascot, Worcester the cat, this month. The “Worcester the cat” advert will form part of a digitally-focused, integrated approach that will reach potential customers through multiple media formats.
Expected to reach 16 million consumers via ITV, Sky and Channel 4, the advert will show Worcester the cat adapting the heating to suit his tastes when his owners are out. Worcester will also feature on radio stations including Absolute, Magic and talkSPORT.
To ensure maximum reach and effectiveness, Sky’s AdSmart technology will store the advert in a viewer’s Sky Box, to make sure that it only plays when the homeowner is watching the TV. As a result, the advert will be guaranteed to be viewed by more than 2.3 million prime target households.
In addition to this, digital activity across Google and Facebook will focus on interesting, shareable content that will gain maximum exposure and increase the number of quality sales leads for Worcester Bosch installers.
Direct mail will also be sent to half a million of those potential customers who see the advert on Sky TV. This integrated approach ensures potential customers are already warming to Worcester Bosch, even before receiving the direct mail message.
Victoria Billings, Director of Marketing at Worcester Bosch, said: “We are excited to introduce Worcester the cat as part of our new campaign, which reminds potential customers of how smart technology can be utilised effectively to provide optimum home heating and hot water levels, while reinforcing the message that Worcester Bosch is the only boiler brand that provides completely reliable warmth and comfort.”
Watch the advert below: