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Jay Chiat Awards
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Media Markt - Banner Shake
Direct Marketing Association - US, Bronze, ECHO Awards, 2012
German electronics retailer Media Markt wanted to communicate a new reliable pricing pledge that would differentiate it from the excessive, competitive online price cutting typical in its category.
German electronics retailer Media Markt wanted to communicate a new reliable pricing pledge that would differentiate it from the excessive, competitive online price cutting typical in its category. It partnered with the leading online news daily, bild.de, to create a first-of-its-kind online ad. A typical banner ad appears, then a hand takes away the newspaper page and shakes the banner ad out, replacing the page with an empty box to communicate the clarity of the brand's new pricing. The innovative ad attracted 1.5m clicks in three days, with a click through rate of 7.85%.
Best Buy Co Inc (Retail)
Euromonitor Profiles, April 2012
This Company Profile from Euromonitor provides key details and analysis of Best Buy Co Inc, the owner of brands such as Best Buy, Future Shop and Jiangsu Five Star.
This Company Profile from Euromonitor provides key details and analysis of Best Buy Co Inc, the owner of brands such as Best Buy, Future Shop and Jiangsu Five Star. Included is a strategic evaluation with key facts about the US company and competitive positioning against comparative brands in the retail market. Brand opportunities and strategy are identified and recommendations for the future offered.
The Carphone Warehouse: Support, save, surprise
Direct Marketing Association - UK, Bronze, 2011
The UK's mobile handset and services retailer, Carphone Warehouse, wanted to entice customers into its stores rather than have them go direct to their phone network.
The UK's mobile handset and services retailer, Carphone Warehouse, wanted to entice customers into its stores rather than have them go direct to their phone network. The aim was to forge a greater bond with customers with the inducement of offering impartial advice about which networks, plans and phones are best for them. To engage attention, traffic was driven to the Carphone Warehouse website where customers could ask a fish for impartial advice on any topic and receive an impartial answer. Engagement rates for both regular emails and this specific communication were uplifted with click through rates 11% higher.
How RadioShack lost its core customers – then found them again
Geoffrey Precourt, Event Reports, ANA Masters of Marketing, October 2011
This report from the ANA's Masters of Marketing convention covers the presentation of RadioShack's CMO, Lee D Applbaum, on the rejuvenation of the 90-year-old electrical retailer.
This report from the ANA's Masters of Marketing convention covers the presentation of RadioShack's CMO, Lee D Applbaum, on the rejuvenation of the 90-year-old electrical retailer. The turnaround began in 2008, when it repositioned as "The Shack" and sought to contemporize its offering and appeal to younger customers by putting an emphasis on the promotion of mobile phones. This had a positive impact on wireless sales but deeper analysis revealed a worrying trend: declining sales of core products (e.g. DIY accessories, power tools and technical products) and a core customer-base (older males) that was disillusioned with its shrinking range. In response, RadioShack asked its core customers what products they wanted and increased its range accordingly. And its 'Great Create' campaign targeted and won back these customers via the technology and popular science press.
Samsung Duos: Kseniya Sobchak. Crash
European Association of Communications Agencies, Bronze, Euro Effies, 2011
Mobile phone retailer Evroset and electronics manufacturer Samsung wanted to stimulate demand for the Samsung Duos line in Evroset stores in Russia and Ukraine.
Mobile phone retailer Evroset and electronics manufacturer Samsung wanted to stimulate demand for the Samsung Duos line in Evroset stores in Russia and Ukraine. It aimed to target socially active people, aged between 20 and 35 with average incomes. The campaign featured Kseniya Sobchak, a popular female celebrity in Russia and Ukraine, crashing into an Evroset storefront in her car. A teaser showing the crash, disguised as news, was posted online which led to it being featured on entertainment blogs and news channels. A month later, a TV commercial featuring the teaser as well as a demonstration of the features of the Samsung Duos phone, was launched. The ROI of the campaign was more than 30%.
Data integration: Maximise media ROI
Henry Eccles, Admap, September 2011, pp. 24-25
The Spanish retailer PC City knew that 4% of its revenue came via online sales and a further 2% through online reservations, but data analytics uncovered a further 10% of total sales coming by way of the 'research online purchase offline' effect: a bigger sales driver than price promotion and TV adspend.
The Spanish retailer PC City knew that 4% of its revenue came via online sales and a further 2% through online reservations, but data analytics uncovered a further 10% of total sales coming by way of the 'research online purchase offline' effect: a bigger sales driver than price promotion and TV adspend. The process made PC City aware not just of the insights that could come from a 'rearview mirror' look at their business, but how the analytics could predict future outcomes. Marketers need to understand the interplay of push and pull that digital data allows them to measure.
Dixons.co.uk: Strength out of Weakness
Neil Godber, Account Planning Group - (UK), Grand Prix; Best insight; Best brief or input, Creative Strategy Awards, 2011
Dixons, the UK-headquartered electrical goods retailer, had been struggling for many years with increased competition from supermarket chains and e-commerce sites.
Dixons, the UK-headquartered electrical goods retailer, had been struggling for many years with increased competition from supermarket chains and e-commerce sites. In the run-up to the campaign described in this case study, the Dixons brand was replaced in UK high streets and relegated to trading online only. Even online, however, Dixons.co.uk was having to invest heavily in paid for keyword marketing and third party website advertising to drive traffic to its own website. This case study outlines how the brand opted to prioritize its offer of low prices, and encourage shoppers to visit Dixons.co.uk last to check its prices once they had already established which product they wanted to buy by visiting high street chains with better service and staff. In order to persuade consumers to visit Dixons.co.uk last - after they had already toured rival retailers - the brand used sharply worded copy and media placements close to retail centres such as London Underground posters and digital screens, as well as free newspapers and ambient media. The strategy benefited from free editorial controversy in newspapers, radio and TV. This case study cites an increase in web traffic and free PR as a result of this campaign.
Used Computer Equipment Reselling (Emerging Industry Overview)
Gale Emerging Industry Overviews, 2011
This paper provides an overview of the used computer equipment reselling industry, primarily in the United States.
This paper provides an overview of the used computer equipment reselling industry, primarily in the United States. The paper gives a snapshot summary of the emerging industry in the US, with additional sections on its development, organisation and structure, current conditions and leading companies. It concludes with a brief section about the industry in other countries ('America and the world') as well as a list of further information sources and reading.
Best Buy Realigns Media Mix with Super Bowl TV Investment
Geoffrey Precourt, Event Reports, ANA TV & Everything Video, February 2011
This piece looks at the decision by US electronics retailer Best Buy to boost investment in television advertising by taking a spot during the Super Bowl in 2010.
This piece looks at the decision by US electronics retailer Best Buy to boost investment in television advertising by taking a spot during the Super Bowl in 2010. Based on a presentation to the Association of National Advertisers’ TV and Everything Video conference, the piece looks at the background to the decision – a drop in revenue share – and how Best Buy sought to make the most of the opportunity. The resulting campaign, backed by a number of social media elements, featured rocker Ozzy Osbourne and pop star Justin Bieber, and promoted a gadget buy-back initiative.
Best Buy: American Electronics Retailer Taps into Twitter to Drive Customer Service
Geoffrey Precourt, Event Reports, 4A's Jay Chiat Strategy Festival, October 2010
This report from the 2010 4A's Jay Chiat Strategy Festival in Miami covers the presentation of Crispin Porter + Bogusky's Sara Britol.
This report from the 2010 4A's Jay Chiat Strategy Festival in Miami covers the presentation of Crispin Porter + Bogusky's Sara Britol. She discusses the agency's Twitter-led campaign for the retailer Best Buy, which won a Gold at the Jay Chiat awards. It focuses on the introduction of the store's "Twelpforce", an elite customer service team which assists customers via Twitter.
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