Zoggs has created its first-ever cinema advertising campaign, which is to be rolled out nationally in 2010.
‘Swim with your eyes open – rediscover swimming’ is designed to encourage swimmers of all ages to get back in the pool and enhance their experience by wearing goggles.
The decision to move into the cinema advertising market was taken as part of Zoggs’ marketing campaign directed at families. Zoggs’ UK marketing manager, David Annand, says: “The cinema is primarily a family experience and we feel that targeting family films allows us maximum exposure to our target audience.”
The advert focuses on reminding adult swimmers of their inner child, and how much fun can be had while swimming underwater wearing goggles. It also highlights the importance of goggles as an essential piece of swimming kit to enable children to see more clearly under water, gain water confidence and have more fun.
Mark Hammersley, CEO at Zoggs, says: “People’s reluctance to wear goggles usually stems from a bad experience when they were younger – goggles years ago would steam up, fill with water or leave unattractive red rings. Goggle technology has moved on. We want to educate people that by wearing a pair of Zoggs goggles, they will enhance their swimming experience.”
