Global full-service agency, IMA, has debuted a new brand platform and integrated campaign for leading shower manufacturer, Mira Showers.
The new brand platform, ‘Rethink Showering’, is an evolved strategic direction for Mira. It is a brave pivot towards emotional storytelling, drawing on the very real and underrated role that showers play in modern life. Focusing on the narrative that a shower is one of the few places where one can be away from the world’s ever-increasing noise and distractions. The resulting integrated campaign, ‘This Is More Than a Shower’, has launched across TV, OOH, digital, print, and social channels.
Research conducted by IMA showed that two out of three people don’t know what brand of shower they have at home. Real people don’t care about the tech or manufacturing prowess behind their shower. But despite this, the category is awash with unrelatable and highly functional marketing.
To combat this, IMA has developed the strategic brand platform to focus on the real impact that Mira’s products have on people’s day-to-day lives. Bringing the product’s powerful real-world purpose to the fore and leading and transforming the category in the process.
Elisa Paratore, Senior Marketing Manager, Brand & Customer Experience at Mira, expands: “Working with IMA has helped us push the brand – and category – forward, by demonstrating the important role that showering plays in real people’s lives. Nobody else sees showering the way we do. We’re embarking on a new era of growth at Mira and are pleased to have IMA on the journey with us.”
The creative direction has been rethought in its own right – real, human, warm, unfiltered, tactile, and candid. It brings to life the reality of showering, with chipped mirrors and children’s toothbrushes. Director Joe Connor was chosen for his cinematic and human storytelling style. This authentic feel, combined with moments of relatability, and at the end of it all, a transformative moment, aims to associate Mira with a radically refreshing showering experience.
The brand and agency are not new to each other, having collaborated for over a decade. Helen Brimacombe, Director of Client Experience at IMA, elaborates: “We have gone from strength to strength with Mira. They are a brilliant client who share in our vision, every step of the way. Our deep understanding of the brand and category means we are able to create an entirely new world for Mira – delivering a compelling brand platform that real people can relate to.”
‘This Is More Than a Shower’ is live now across BVOD, social media channels, print and OOH. It will continue to roll out throughout 2024. You can view the TV ad here.
