Michael Hill International Launches Multimedia Campaign ‘We’re For Love’
Gail Chiasson, North American Editor
Michael Hill International will launch its new look ‘We’re for Love’ brand platform this Sunday 1st February in Australia, New Zealand, Canada and the United States when it will air two new commercials during the Super Bowl XLIX.
The TV commercials will be supported by catalogues, online content, outdoor advertising, cinema, social media, in store signage and will appear in all Michael Hill International global markets.
The TV commercials will air during the game in Canada and the Chicago area where the majority of Michael Hill’s North American stores are based. Viewers in New Zealand and Australia will see them Sunday night Feb. 1/15, when the ad airs on all the major networks.
The jewellery retailer, which has over 280 stores globally. partnered with New Zealand agency Colenso BBDO to create its new look brand platform.
Joe Talcott, Michael Hill International’s chief marketing officer, says, “‘We’re for Love’ uses beautiful, poignant and thought-provoking stories of real love, told by the people behind them, to encourage people to think about the nature of love. We feel these people represent a cross section of individuals who we do business with every day in New Zealand, Australia, United States and Canada. Colenso have taken our brand DNA and brought it to life in a visual and emotional experience.”
The creation of the campaign involved talking to over 1,200 real people on the streets of New York and out of those, 30 were selected to appear in the campaign. They were asked about their experiences in love and ‘what would you do for love?’ These people, expressing real love in whatever form that may take, have been included in the campaign, designed to engage and provoke emotional responses, set against a backdrop of beautiful imagery and music.
Michael Hill International saw a 9.9% increase in total revenue of $483.9 million in the 12 months ended June, 2014, up from $440.2 million in 2013.
If anyone sees an outdoor screen or in-store signage running the advertising, we’d like to have a photo.
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