Objectives
- Differentiate from other music retailers activity
- Develop student market sales potential for major retailer
Activity
- Launch Student 10% Discount Card
- 30 HMV stores participating across East Coast
- 50 participating campuses across East Coast
- Opportunity to extend campaign to other retailers in 2003
Communication
- O week and after - end Feb / start March
- 2,500 Posters in student unions
- 40,000 Flyers in student unions
- Publicity in HMV stores
- 1/4 million discount cards distributed directly to students
- PR campaign with competition in street and student press
Results
- 20% uplift in sales as a result of activity - exceeded targets
- Promotion to continue as part of ongoing strategy
- Campaign reach - over 300,000 students - core HMV audience
- Coverage in over 20 student media during O Week
