Kenwood to offer online shop by Xmas
Kitchen tools maker Kenwood is backing its seven-figure Christmas ad campaign with online marketing and an e-tail site.
The retailer is playing on its roots as a devotee of in-store
demonstration by building an online community for its target audience of
30 to 50-year-old women, where they can find out about Kenwood
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products.
Kenwoodworld.com, which will have an e-shopping facility by Christmas,
will be pushed in a series of banners using 3D product shots from
October.
The campaign, by Pod1, will be boosted by a second wave of interactive
ads later in the year. "They'll make you touch the screen and try to
grab it," said agency director Farid Shuman.
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