News Article Published:
Tuesday, 08 May 2007
Category:
Insurance
Insurer Sheilas' Wheels is to promote its brand to a new audience of pop pickers by releasing its TV-advert theme tune as a single.
The firm has recruited producers Stock, Aitken and Waterman to record the tune entitled (I'm so) Happy Happy (You're Mine) and will feature the three Sheilas well-known among those who have seen the ads.
Stock, Aitken and Waterman have not collaborated since 1993, but were previously known for producing hits by stars such as Kylie Minogue and Rick Astley.
Chris Bowden, head of marketing at Sheilas' Wheels, said that it is easy to forget that Sheilas' Wheels is a car insurer.
"The Sheilas have generated a cult following since launch just 18 months ago and we even had to create a fan site to meet the needs of Sheila obsessives," he commented.
"The strength of the brand, the catchy jingle and the impact that it has had on women across the UK was clearly appealing to Stock, Aitken and Waterman who approached the Sheilas to catapult them into the pop world. 'Happy Happy' could be this summer's hottest hit," he added.
Mr Bowden added that the firm launched a fan website for the three Sheilas last year and launched a search for a new Sheila, which featured 11,500 participants.
Nikka Harris, 34 and Beckie Denning, 35 were chosen among hopefuls to star in the slots, which will get primetime viewing between programmes such as Coronation Street.
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