2017 Gold Best out of home

Posterscope

Client: VERY / Shop Direct

A Very Dynamic Black Friday

Campaign overview

VERY needed to engage Black Friday high-street shoppers in an innovative and dynamic way.

By pushing relevant products at the right time, they could drive people online on the busiest digital retail day of the year.

Strategy

The Very.co.uk shopper is fun-loving, vivacious and active. Although she loves to shop online and engages in social, she still regularly frequents the high street.

Black Friday is now huge in the UK. Occurring during the vital run-up to the festive period, 28% of all Christmas shoppers purchase at least one present on Black Friday, with total spend on the day accounting for 18% of all digital retail sales in the year.

However, digital retail sales remain quite small, with the ONS estimating them accounting for only 14% of total UK sales for fashion and department stores.

Posterscope knew that if VERY wanted to maximise sales, they needed to be on the physical high street.

In order to secure a high street presence, Posterscope’s strategy was to use OOH sites as VERY 'shop windows', to create brand awareness and drive the audience online, during the key Black Friday retail period.

Creativity

Posterscope’s approach was to put a digital department store on the high street, but with one key difference. They 'dynamically' altered VERY’s pricing throughout the day, in response to stock levels and trading deals being conducted in real time.

The team identified shopping hotspots across the UK using mobile browsing data, pinpointing the high streets their audience would be heading to.

They then dominated digital 6-sheets in those strategically valuable shopping hotspots. They used VERY’s own first-party data, split by region, to serve in real-time Black Friday deal messages based on what was most popular on VERY's site, in that postcode.

During a period where many digital retailers push for prime OOH positions, this creative content visually conveyed the behind the scenes data to serve digitally savvy consumers relevant content in real-time, thereby creating brand presence and driving the audience online.

Results

VERY's online site traffic rose 20%, market share doubled in key electronics categories and ROI was up 100% (YoY).

Team

Anishka Fernando (Client Strategy Director) Posterscope - Eleanor Mitchell (Account Director) Vizeum - Andrew Roscoe (Head of Brand) Shop Direct Group - Nina Heyes (Brand & Advertising) Shop Direct Group