| Titolo | Range |
| Agenzia | AMV BBDO |
| Campagna | European Launch Campaign - LetsBuyIt.com |
| Cliente | LetsBuyit.com |
| Marca | LetsBuyit.com |
| Data di Prima Diffusione/Publicazione | 2000 / 1 |
| Prodotto | E-commerce |
| Settore | Online Retail, E-store |
| Filosofia | Creative Strategy: A computer-generated ant was taken through every manifestation of the brand - from viral-marketing games sent to members to business cards, even the staff magazine. The first stage of advertising demonstrated the brands link with ant behavior, showing ants working together to overcome obstacles. Subsequent work had ants explaining that by working together like them one could save on products. Media Strategy: Target a broad group of upscale adults 18-50, not just Internet users. This way both current and future prospects could be reached. The schedule took Internet users media habits into account and was structured around peak periods for Internet use. TV was the key medium, supported by press, outdoor, transport and online. Funds were stretched through equity deals with media owners like Pro-Sieben and SKY. Results: Research shows enormous increases in brand awareness, above 30% in all markets and closer to 50% in all of them, along with a better understanding of LBI and its concept. Across Europe, LBIs May visits were up 290%. Mediametrics data shows LBI to be the 2nd most visited E-commerce site in Scandinavia and the sixth in Denmark and the UK. LBI is now a major E-business player. |
| Problema | Marketing situation: LBIs business model is aggregate buying - consumers band together to buy particular products en masse. Functionality thus depends on scale: the scope of the product range and extent of the discounting are dependent on the number of active, purchasing members. The challenge for marketing was brand building and attracting members. Not yet revenue. Advertising Objectives: Build brand awareness and understanding of the concept. Drive visitors to the site. |
| Tipo di Media | Televisione |
| Lunghezza | |
| Art Director | Simon McQueen |
| Copywriter | Antonia Clayton |
| Advertising Manager | Soames Hines |
| Account Manager | Magnus Blair |
More Work
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