BrightHouse launches £1.5m direct response and awareness campaign

by Noelle McElhatton, marketingdirectmag.co.uk 03-Nov-09, 11:06

LONDON - BrightHouse, the rent-to-buy furniture and electronics retailer, is mounting a £1.5m awareness and direct response campaign to promote its 'pay weekly' service.

Themed around the strapline ‘Making Christmas more affordable', the retailer will launch a TV, door drops and sponsorship campaign on 6 November.

BrightHouse's Home & Away sponsorship idents are being updated with Christmas creative.

The door drop programme includes an 8-page leaflet distributed to three million people using newshare, a service that delivers marketing collatoral in local newspapers. BrightHouse will use TNT's new ‘hit list' profiling tool to target the door drops.

BrightHouse has 189 stores nationwide selling home electronic and domestic appliances, household furniture and related products, on a ‘rent to own' weekly payment basis.

The business has benefited from the recession, and has seen five successive years of growth.