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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%.
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.
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%.
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.
Currys: How an effective idea beat the perfect storm
Institute of Advertising Practitioners in Ireland, Silver, AdFx Awards, 2010
Currys Ireland, part of DSG International, is one of the largest electrical retailers in the Irish Republic.
Currys Ireland, part of DSG International, is one of the largest electrical retailers in the Irish Republic. In 2009, it was struggling due to a decline in consumer spending, an unfavourable exchange rate and an increase in Value Added Tax (VAT). The brand wanted to introduce a 15% VAT rate in its Irish Republic stores. However, as this was a less competitive price reduction than some of its competitors, Currys need to package its offer well. The resulting campaign was built on the central idea that Ireland was taking over the best Britain had to offer, namely its VAT rate. It visualised this by using a British union jack flag reworked in the Irish Republic's flag colours and deployed this image across TV, press and in-store promotions. The TV campaign also highlighted the convenience and cheaper prices available in the Irish Republic compared to Northern Ireland. As a result, growth after the campaign increased almost 13% and for every €1 invested in the campaign, €1.60 was returned.
Best Buy - Twelpforce
Jay Chiat Strategic Excellence Awards, Gold, Creative Technologies, 2010
BestBuy utilised Twitter in order to make their expertise available to anyone, anytime, anywhere. 'The Twelpforce', a group of Best Buy employees, utilised the micro-blogging site to connect with thousands of people.
BestBuy utilised Twitter in order to make their expertise available to anyone, anytime, anywhere. 'The Twelpforce', a group of Best Buy employees, utilised the micro-blogging site to connect with thousands of people. This re-positioned Best Buy as a customer service leader following an influx of stiff competition who were beating them on price perception. Promoted in store and on TV, 'The Twelpforce' changed the way Best Buy listens to and speaks with customers.
Dixons.co.uk: Our strength grows out of our weaknesses
Jay Chiat Strategic Excellence Awards, Gold, Existing Brands, 2010
Dixons needed to get shoppers to visit their website directly in order to relieve pressure on profit margins after it lost its position as one of the leading UK high street retailers of technology.
Dixons needed to get shoppers to visit their website directly in order to relieve pressure on profit margins after it lost its position as one of the leading UK high street retailers of technology. Recognising their own weaknesses and realising competitor sites were in a different league to their own they developed the modest strategy 'Visit Us Last'. This positioned Dixons as the perfect place to purchase a product and generated an immediate increase in people visiting the Dixons.co.uk website. It generated an approximate value of £250,000.
Digital Direct - integrating technology in a price driven market
ARF Ogilvy Awards, Retail/E-tail, Silver, 2008
A campaign by Steak for Digital Direct, a UK-based e-commerce website (internet only) offering electrical goods.
A campaign by Steak for Digital Direct, a UK-based e-commerce website (internet only) offering electrical goods. Objective: in a highly competitive market, achieve over 800 sales per month at a targeted CPA of £25. Price was identified as the main USP. The campaign used strong “anti comparison” messaging focused on percentage discounts and cheap prices, for major branded products; continuous testing was used. Ad Precision’s AdWire tool was used in combination with the bid management tool Dart Search, thus ensuring that ads were always accurate with regard to availability and price. For every £1 spent on the campaigns, the client generated £22, and up to £966,818 of revenue from 1976 sales (December ’07) in the PPC campaign. The AdWire keywords made an immediate impact pulling in an average of 550 sales a month at a CPS of £13.93. Steak’s efforts in utilizing Price Comparison sites saw great rewards with 1720 sales and £774,760 worth of revenue at a CPS of £23.05 in the first 2 months. Retail Silver winner.
Gateway, Inc.: People Rule campaign
Ed Dinger, Encyclopedia of Major Marketing Campaigns, Volume 2, 2007, pp. 609-612
In August 2000, in the midst of a collapse of the global personal-computer market, direct marketer Gateway, Inc., launched the "People Rule" branding campaign.
In August 2000, in the midst of a collapse of the global personal-computer market, direct marketer Gateway, Inc., launched the "People Rule" branding campaign. Developed by New York advertising agency McCann-Erickson Worldwide, the campaign was built on the premise that average consumers were not getting the most out of their computers and would welcome more support from a PC maker."People Rule" extended beyond television, radio, and prints advertising. It also included free help at Gateway Country stores in the form of weekly "Ask-a-Tech" sessions and clinics that taught the rudiments of computers and the Internet. The advertising portion of the campaign also included the company's first use of a celebrity spokesperson: actor Michael J. Fox.The $150 million campaign petered out in 2001, as Gateway underwent changes in the top ranks of its management and as McCann-Erickson was dismissed as the company's ad agency. The campaign was disjointed from the start; all along McCann-Erickson was second-guessed by Gateway's founder, who, in the middle of the campaign, brought in a documentary filmmaker to create a pair of television spots that clashed with the style of the ads the agency had developed. "People Rule" did little to prevent Gateway from losing a major slice of the market, and economic conditions were such that, in all likelihood, it had been a doomed effort from the start, no matter how effective individual parts of the campaign may have been.
The Launch of Fona Dansk Elektrik
Deborah Johnston, Institute of Practitioners in Advertising, IPA Effectiveness Awards, 1994
1993 launch of a new Danish electrical store in the UK; study covers first stage of launch in Tyne Tees TV area.
1993 launch of a new Danish electrical store in the UK; study covers first stage of launch in Tyne Tees TV area. Market described: very difficult trading conditions for the sector. Conventional views of advertising in the sector, as an unavoidable cost of doing business, almost all merchandising through newspapers. Research (Burns Sadek) suggested opportunities for developing new approach (described). TV plus local press and regional inserts in national press, July-September 1993. Results: dramatic increase in sales (61%) compared with the same 12 stores when they were Rumbelows in the previous year; remained high over longer period after advertising discontinued; success not due to market growth (Lektrak); share growth underlined by comparison with other (unconverted) Rumbelows stores in area; qualitative research (Indepth Research, Sadek Wynberg) and tracking (Millward Brown) shows impact of campaign on consumers (awareness, image, communication); evidence that advertising influenced store visiting and trial. Factors discounted: price; easy payment method; promotions; product mix; staff; stores; local store opening offers; advertising weight. Financial contribution of the advertising is discussed.
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