Anglepoise to launch its first ever TV advertising campaign

Portsmouth-based lighting brand to advertise its lifetime guarantee collection through Sky Media’s SME Support Scheme

Anglepoise announces the launch of its first ever TV advertising campaign this month, thanks to the SME Support Scheme from Sky Media.

Anglepoise is a British lighting brand based in Portsmouth and founded in 1932. Its lamps have subsequently achieved iconic status with its engaging, anthropomorphic form recognised and admired all around the world. Today, Anglepoise lamps can be found in homes, offices, restaurants, bars, and hotels in more than 50 countries. Anglepoise is head-quartered in Portsmouth and employs 30 staff across three offices including satellite offices in London and New York.

Like many other businesses, it has changed its whole operation during Coronavirus. Anglepoise’s warehouse staff have managed a safe delivery process for the business throughout the last few months whereas the rest of the team has adapted to working from home. The brand lost a large majority of its bricks and mortar retail outlets trade during lockdown, so it has been much more focused on ecommerce.

AdSmart from Sky’s targeting has made it easier for Anglepoise to debut its first TV advertisement in the company’s 88-year history. Using the strapline ‘Abandon Darkness’, the ad was created during lockdown and is due to run until the end of July. Designed to showcase Anglepoise’s entire collection, the ad follows the launch of a new lifetime guarantee on all its products. The ad also promotes the current discount of 20% during July at Anglepoise.com.

The animation for the advert was by A+C Studios and creative idea from The Garage Soho. The inspiration behind the advert was to bring the famous lamps, with their anthropomorphic form, to life and highlight the playfulness of the products and the brand.

Anglepoise’s TV advert is targeting an affluent London audience, with ages ranging from 25-54, a demographic segment based on AdSmart’s targeting features, mapped against its own data. It is undoubtedly targeted at increasing sales amongst its target audience but it is also about brand building, increasing share of voice and brand recognition.

Tajinder Leonard, Head of Marketing at Anglepoise, said:

“The Sky AdSmart SME 250 scheme couldn’t have come at a better time. It gave us a golden opportunity to trial a format for TV advertising we are interested in exploring as part of our longer-term marketing plan. Having already created a world class creative asset thanks to The Garage Soho and A+C Studios earlier in the year, we were in a good position to edit and reuse our stop-motion brand and turn it into an impactful ad for TV.  

We’ve had a great response to the ad so far. Addressable TV makes television advertising cost effective, targeted and much more accessible for brands that have previously thought it’s outside of their reach. We want this to be the first of many campaigns for Anglepoise.”

The campaign will be delivered via AdSmart from Sky, the market leading addressable TV platform, that easily enables brands to advertise on TV by focusing on the audiences that matter to them. This revolutionary technology means TV advertising campaigns can reach audiences across the country based on household make-up or thousands of lifestyle attributes, or a range of regionality options including postcode area and a drive-time distance from store. In only targeting audiences that matter to the business, brands can be assured that their advertising will be relevant, accessible and drive business results.

The SME Support Scheme was launched by Sky Media to support the nation’s businesses and get them back on track following the unparalleled disruption caused by Coronavirus. Due to overwhelming interest, the scheme was extended to a further 150 businesses providing a total investment by Sky Media of £2.5 million.

David Sanderson, Director of AdSmart Local & Development at Sky Media, said “SMEs have a voracious appetite for targeted TV advertising at the moment. As lockdown eases more brands are returning to TV every day and advertising via AdSmart allows companies to reach their target audiences and help establish a new form of business confidence.”