Retailer HMV is to air a series of 11 animated adverts to boost awareness in the lead up to the festive trading season, dubbed ‘Nipper & Gramophone’s Christmas Tales’.
Marketing Week reports that each of the adverts are likely to feature popular music and film characters as the company draws on relationships with its music and film partners. It will be bolstered by a Christmas microsite.
The promotional activity across TV, online and print will launch towards the end of November.
Christmas-time trading is crucial to HMV as it brings in approximately 60% of its annual revenue.
Commenting on ‘bringing to life’ Nipper and the Gramophone for the first time, Mark Robertson, HMV head of brand, said: “Nipper and Gramophone have been at the heart of the HMV brand from the beginning. They are known and loved throughout the world, and we felt that the time was right for them to take centre-stage.”