BRITAX LAUNCHES UK’S FIRST EVER TV ADVERT PROMOTING CHILDREN’S CAR SEATS

Published: 08 February, 2010

Leading car seat manufacturer Britax is set to drive multiple consumers’ in-store this Spring thanks to its new TV campaign showcasing the King plus car seat.

The first of its kind in the UK, this new advert aims to remind parents about the importance of in-car child safety and fitting the child car seat correctly within the car.

With research showing that 1 out of 4 car accidents are side collisions*, the advert will also show how a car seat offers side-impact protection, highlighting the Britax King plus credentials in this area.

The new advert, developed by creative agency St Lukes and shot in London, breaks on February 15th and will run for four weeks. The advert shows a toddler alone, without any in-car protection and slowly builds the Britax King plus around the toddler, starting with the energy absorbing head support, then continuing to build the King plus into its complete form, clearly illustrating the level of safety, support and comfort the King plus provides.

It also shows the unique tilt-thread-go belt tensioning mechanism of the King plus and King TS plus which makes fitting the seat correctly in the car much easier than the large majority of other tension group 1 car seats.

Both the Britax King plus and King TS plus have been designed and tested to ensure children travel comfortably and safely with additional side-impact protection. The latter is a promotional version of the King plus, which includes the same unique tilt-thread-go belt tensioning technology minus the additional features, meaning it will be positioned at a lower, more attractive price point for those who maybe cannot afford the higher price point of the King plus.

The TV campaign, which will run across GMTV, Channel 4, Five, ITV 2 and other key satellite and digital channels, will also be supported by online advertising and in-store POS materials.

Matthew Turner, Britax Marketing Manager UK says “By taking this product onto television we hope to speak directly to consumers about the importance of buying a high quality child car seat and fitting it correctly, which insures children are fully protected from both front and side-impact crashes. This will in-turn drive footfall for our retailers, ensuring a great start for us all in 2010.”

For more information on the KING plus or KING TS plus products and to make sure you are stocked and ready for the TV campaign call 01264 386034 or email service.uk@britax.com

* Reference: Loughborough University, 21st International Tech Conferenceon the Enhanced Safety of Vehicles, 2009 Stuttgart

Tel: 01264 386034

Email: service.uk@britax.com