Noel Leeming unveils a brand new look in the latest series of spots via FCB New Zealand

FCB New Zealand has today launched the Noel Leeming re-brand, unveiling the new look and feel with a campaign that challenges category norms.

The campaign is introduced with three thirty second brand TV executions, which dramatise the possibility of a blender, TV and a tablet to bring people closer together, using an overly enthusiastic employee.

VIEW THE BLENDER SPOT

VIEW THE TABLET SPOT

VIEW THE TV SPOT

Says Regan Grafton, ECD at FCB: “To bring this idea to life we set the commercial in a magical, ‘heaven-like’ appliance store and used a captivating continuous one shot zoom to hero our talent.”

The campaign was built on the insight that despite being the technology and appliance category leader, there was a need to differentiate Noel Leeming as a brand from others.

Says Grafton: “We wanted to create a TVC that stands out, not just from other ads on TV, but also from the unemotional retail ads that are typical of the category.”

The radical brand change was born to reiterate the level of superior service available at Noel Leeming, showing that it is the only retailer in New Zealand that truly enables shoppers to ‘maximise their machine’.

Says David Thomason, head of plannning at FCB: “In our research, we heard countless stories about how Noel Leeming team members genuinely improved the lives of their customers by educating them on how to get the most out of the products they had chosen. We wanted to remind people of this.”

Tim Edwards, group CEO was impressed with FCB’s depth of thinking and clear understanding of what needed to be achieved to reach the goals of the Noel Leeming brand.

Says Edwards: “We were looking for a campaign that would cement our customer offering as New Zealand’s leading technology and appliance destination where the right product, the right price, passionate people, expert service and leading services are the focus. FCB demonstrated it has the expertise to deliver the results we need to see.”

In addition to the TVC, FCB has developed a refreshed and evolved logo, campaign line and all other retail communication including mailers and press advertising.

Noel Leeming has invested more than $5 million into its store refresh and rebranding. Not only have stores been modernised and repainted, they’ve also been reconfigured to allow Noel Leeming’s team of ‘passionate experts’ help customers fully utilise innovative services within its stores like Tech Solutions and Open Learning centres. Specialist areas within stores offer interactive spaces to use or experience new products.

Says Edwards: “We’re about ensuring customers get the best from their appliances and technology products and have a great experience.”

Client: Noel Leeming Group

Producer: Pen Cooper