To launch a brand-new shopping experience and newly cleaned local environment in Bloomsbury, an area not previously considered for quality shopping and entertainment. The core target was defined as two tiered: local residents and 25 – 34 females who worked in the vicinity.
The above-the-line media selection was impactful and frequent, using digital escalator panels, mega rears on prime bus routes, page dominating adverts within the London press and radio promotions. By targeting shoppers on the edge of the West End we persuaded them to try the calm surroundings of The Brunswick Centre. Once awareness had been built, the media campaign became a direct response vehicle and a more tactical (website, digital mailing lists, door drops and London press) approach was employed in order to increase footfall at events going on in the centre.
The added value achieved on the early campaign allowed for greater recognition within the audience and the budget to cover a longer period of time than originally intended.
To introduce a brand new MRSA prevention kit to a wide consumer audience using a minimal budget.
Early January was identified as peak time for hospital admissions. eg. Media planned and bought a medium weight tube car panel campaign with four different creative executions to reach a wide cross section of commuters. This approach reinforced the brand whilst delivering the high dwell time which was required to communicate the intricacies of the product. We agreed a 60% discount, well in excess of the industry standard and a 70% free run on, giving invaluable extra reach and frequency for the tight budget.
Sales in the period were 400% higher than the media investment and brand recognition showed significant uplift.
GLOBAL LUXURY MARKET
eg. Media is proud to work on a number of prestigious products around the world that require a global media knowledge. eg. Media have a wide experience in not only helping to identify key markets but also executing the planning and buying process, bringing unbeatable value to our clients. We work carefully alongside the rest of the marketing team to ensure that the right media is chosen around the world to build brand awareness and create response, dependent on the sales objective.
Essentially eg. Media is able to react quickly to market conditions. Ensuring that the right message is in front of the right audience at the right time, even at very short notice. This ability to pivot rapidly gives our clients maximum potential to seize every opportunity that arises whether through an exchange rate variation or a special promotion.