Zavvi.com, part of the Hut Group and major entertainment retailer with a focus on Games, Consoles, DVDs and Electronics, has decorated its ecommerce website with engaging and new display media opportunities this holiday season. One campaign that shined during the last month was Sky Movies’ full-site re-skin, promoting the superlatively wide assortment of movies offered by the UK’s number one subscription television movie provider.
Goal: For Sky Movies, the goal of the campaign was to target online shoppers at scale, presenting them with the opportunity to access and enjoy more of the year’s biggest blockbusters. Driving brand awareness and engagement were both very important. Zavvi.com’s goal was to monetize its website with relevant, non-competitive, reputable advertisements.
Strategy: The ‘skin’ creative and messaging ran for seven consecutive days, across all categories of the Zavvi.com website including the homepage. An eye-catching creative treatment and clear call-to-action helped guide website visitors along their shopping journey, and exposed them to a product directly complementary to their purchase intent.
The media placements ran in November to capitalize on the opportunity to drive large, pre-holiday sales. Sky Movies’ media on Zavvi.com was strategic piece of a larger, cross-channel campaign consisting of video, television, and out-of-home advertising.
Results: Zavvi.com saw over 600,000 unique site visitors during the campaign, with an average time on site per user of 3 minutes, who were each exposed to the creative. Sky Movies benefited from having major share-of-voice on the site in delivering their campaign message to a highly relevant audience of in-market shoppers with maximum impact.
The abovementioned media program development stems from the formation of the retailer’s newly-formed relationship with HookLogic, the industry leader in understanding and influencing shopper decisions to Win the Moment of Truth™. Contact us today to learn more.