CHICAGO Doner depicts do-it-yourselfers as enthusiasts who become engrossed in their projects in a new campaign for DIY Network, the cable channel’s first national advertising effort.
The print effort, which will appear in May and June magazines, highlights the channel’s areas of programming: home improvement, gardening, woodworking, automotive and crafts. Each spread consists of a full-page ad showing the do-it-yourselfer working on a project, and a strip ad advertising one of the channel’s five sweepstakes.
One execution shows a man painting his home with the headline, “This is my masterpiece. This is my network.” A second execution shows a woman gardening and the headline, “This is where I bloom. This is my network.” Accompanying copy highlights relevant programming information.
“Using DIY’s extensive consumer research, the agency was able to gain insight into the underlying passion that drives project enthusiasts,” said Michael Baskin, manager of the DIY account at the independent agency, in a statement. “We took advantage of that insight to create a campaign that enables DIY to increase its awareness while demonstrating to the target the many ways the network truly celebrates what project enthusiasts love to do.”
The campaign will run in publications such as Better Homes and Gardens, Cottage Living, Family Handyman, Midwest Living, Southern Living and This Old House.
Spending was not disclosed. The work is the Southfield, Mich., agency’s first since winning the account last year.
Doner Breaks First Work for DIY Network
