PMS_AWARDS_p035 21/4/08 17:27 Page 35
PrecisionMarketing Response Awards in association with the International Direct Marketing Fair 35
Sponsored by
Best Home Shopping and Retail
WINNER
Argos
The Giant Jar
Meteorite
The agency’s four-point goal was to drive awareness
and acquisition by: making consumers realise the
range of products available at Argos; making the
viral content great fun (and something to share
with friends); capturing additional data for future
e-CRM communication; and driving traffic to
www.argos.co.uk for buying consideration.
The brief was to reach as many potential Argos Winner: Argos (left)
customers as possible. Using previous online and Highly Commended: Waitrose (below)
offline experience, it chose a viral strategy in order
to stand out from the rest of the retail ‘crowd’. The
campaign was designed to engage the audience cre-
atively, with content that highlighted the range of
products available at Argos.
The initial strategy was to create an online game,
yet research showed that a standard flash game may
not appeal to the core Argos universe, but that a
competition format would. Therefore, the goal
became to create a competition that consumers
would want to play and spread virally.
The resultant giant jar creative was a classic
guessing game with a twist, and invited people to
win all the items in the jar by guessing how many
were inside. The site included an interactive ability
to tilt and manoeuvre the jar, and also contained a
video about how Argos had needed to build a real
giant jar and fill it with life-size products from ted-
dies to TVs (in fact, there were 1,400 items packed
inside). The agency intended to drive traffic to the
competition landing page through email (existing As well as smashing awareness expectations, the stretching from just before Easter to just after the
customers), paid-for viral seeding (e.g. Kontraband, agency was able to capture and add an additional May Bank Holiday. Kitcatt Nohr wanted to capi-
Prizefinder, Facebook flyers), blogging, free viral 100,000 to the Argos email base. This was seen by talise on the fact that many people trade up their
seeding (e.g. YouTube), in-store leaflets (placed into the client as an extraordinary success, and will help supermarket during holidays, and convert people
customers bags), online banners, and links from the to provide long-term revenue gains for the retailer. to use Waitrose as their everyday supermarket
Argos affiliate network and main website. throughout the year. It mailed ABC1C2 (espe-
The viral element was the video that showed men Head of digital: Marcus Hadfied cially AB) adults, who love food and want quality.
in brown coats filling the giant jar with all of the Digital account director: Rob Scutt This mailing was part of an annual plan to use
items. Existing customers on the Argos database Account manager: Tim Dunn direct mail to build relationships and sales. This
were sent an advance email about the competition Head of copy: Alex Bass audience varies from extremely warm (Partner-
to engender a feeling of exclusivity before the main Head of art: Greg Bedford ship card holders, Waitrose Direct shoppers) to
viral activity began, and to create a word of mouth Designer: Dave Bergen cool (contest entrants). The campaign achieved
‘buzz’ among the core audience. This was followed Creative services director: Harry Scotting an average sales uplift of 1.4 per cent against a
up by the paid-for and free viral seeding activity, Head of technology: Thomas Chippendale control group of branches which were not sup-
plus in-store leafleting activity. ported by direct mail. This represents assessed
All competition entrants were required to com- HIGHLY COMMENDED incremental sales of £2.5m and marginal profit
plete a short online entry form, and were prompted
Waitrose
of £400,000, with an ROI of 7:1.
for an opt-in to receive further communications
(if not already signed up to the Argos marketing
Fish and Wine
Client partner: Vonnie Alexander
database).
Kitcatt Nohr Alexander Shaw
Planner: Amanda Griffiths
The campaign exceeded all awareness expecta- Creative group heads: Ben Golik, Phil Wyatt
tions, generating a massive 479,000 page and video The agency was briefed to enhance understanding Account director: Chris Woodward
views with an average time spent on site of two of the brand, and build sales during Easter and Senior account manager: Rachael Smith
minutes, 52 seconds. The viral video element show- beyond. The aim was to increase sales and average Traffic manager: Clare Clarke
ing how the giant jar was created proved to be a spend versus previous years, and to encourage Production: Ben Rogers
masterstroke, helping to increase time on site and redemption of three sequential vouchers offering Designer: Brad Saunders
interest in the promotion generally. money off a minimum spend over the period Creative partner: Paul Kitcatt
Finalists
Early Learning Waitrose
Centre Littlewoods Picnic
Fab Felt Farm Style Advisor Kitcatt Nohr
Personal CMW Interactive Alexander Shaw
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