Lights, camera, action!
Gerda Doors will launch a new TV advertising campaign in the New Year, an aspirational, brand building campaign that is part of a broader, multi-channel marketing strategy designed to directly benefit approved installers. We talk to Danny Williams, Gerda UK director, to find out more.
The John Lewis Christmas Campaign is now an established event in the run up to Christmas, a masterclass in storytelling that is designed to get us all teary-eyed ahead of the busiest and most lucrative time of the year for the high street brand.
If you haven’t seen it, the chances are there will be someone you know who has.
Beyond the cinematic quality of the TV commercial itself, the reason that John Lewis generates so much engagement is that it combines multiple channels, with digital, social and print all working in harmony to create an emotional bond with consumers.
The result is that it’s elevated beyond just a TV ad, and is now almost regarded as a cultural ‘moment’.
In a similar spirit, Gerda, the premium entrance door range that is distributed in the UK via Pioneer Trading, is preparing to make its own mark with a new TV campaign that has been designed to elevate brand awareness with homeowners.
And like the John Lewis ads, it will be more than just another product commercial. At its core, the Gerda campaign will aim to tap into the emotional resonance of a home by highlighting daily rituals, shared moments and familiar sounds.
For Gerda, that sound is the confident, weighty ‘thunk’ you get from a precision engineered door. In this case, the adverts will be crafted to illustrate that it’s more than just a mechanical noise and that it represents a reassuring, comforting signal that a family is safe and secure.
Building on this emotional foundation, the strategy will then be to extend the reach and impact of television with the precision of digital channels, including social media and an engaging website that encourages homeowners to explore the range and connect directly with local installers.
Meanwhile, trade-focused communications will ensure that those installers and distributors are fully equipped to take advantage of the campaign’s momentum.
“The new TV ads are much more than just a brand awareness exercise, they will drive real opportunities,” says Danny Williams, director of Gerda UK. “Since introducing Gerda at the 2022 FIT Show, we’ve worked hard to promote the product USPs, the fact that Gerda doors are engineered to a level way above the standard entrance door offering in the UK – the steel and aluminium construction means they absolutely will not bow or warp – combined with a price point that makes them an attractive upsell from a lesser composite.
“Our installer network has grown steadily, is very well supported and feedback is that Gerda doors ‘sell themselves’ when homeowners can get hands on and compare them in a showroom environment.
“I have long advocated however, that the industry should – and can – do more to promote and sell the great products we offer,” he continues.
“A TV advertising campaign is a significant investment, but it gives us an unrivalled opportunity to deliver a powerful message, where consumers can see the Gerda brand and connect emotionally with it.
“The creative ‘hook’, the sound of the ‘thunk’, is a powerful one and is designed to convey what Gerda doors deliver, which is a great looking, well designed door and long-term peace of mind.
“Crucially, however, we are not putting all our eggs in one basket,” explains Danny. “Yes, we are generating brand awareness but by communicating strategically over multiple channels, we will also be giving installers access to a recognised and trusted product that homeowners are actively seeking.”
Scheduled to premiere in the New Year, the Gerda Doors TV campaign promises an exciting new chapter for the brand in the UK, and a welcome boost for those installers who are already seeing the benefits of the premium entrance door range.