HMV runs first push dedicated to digital

Emma Rigby, Revolution UK 19-May-06

HMV is running a seven-figure ad push to exclusively promote its online store, which has been completely overhauled.

The campaign, developed by Beechwood, will be HMV's largest marketing
investment to support its site and marks a change of focus for the
retailer to a multi-channel message following the Christmas slump.

It reported a £100,000 profit slump and a 6.1 per cent profit

slide across its UK stores with web downloads partly to blame.

The campaign will run in two phases, launching in May with 10-second ads
on ITV pushing HMV.co.uk, which was revamped in April by Code Computer
Love to improve sales conversions. This will run alongside search,
affiliate and email marketing to the HMV database.

Activity will be ramped up for phase two in the autumn for the run-up to
Christmas, with 30-second TV ads pushing the online brand and free
delivery, backed by a major press campaign, search activity and
comparison site promotion. There is also likely to be an online viral
campaign.