Media associated with this campaign
Overview of this campaign
The leading electronics and furniture retailer is a non-traditional client for BrandInsider, which we consider an advertising breakthrough.
The print-oriented advertiser wanted to foray into the digital space but needed a strong digital proposition. For its Tampines Megastore’s 10th anniversary celebration, Courts aimed to move away from tried-and-tested tactical messaging and jump on the content marketing bandwagon instead.
With SPH's credibility and its digital reach, Courts saw the potential in an integrated marketing campaign that would achieve its marketing goals thus embarking on a month long integrated content marketing campaign with BI to create online and offline buzz for its Tampines Megastore’s 10th anniversary celebration. This all-in-one solution was executed with a creative edge to help Courts cut through the online clutter and achieve its marketing goals.
The Courts BrandInsider digital campaign is centred on enhanced storytelling capability with interactive technology that showcased the retailer’s products and services. This interactive video is the first in SEA, which was an innovation that both SPH and client are proud of.
Combining brand awareness with a tactical approach, the integrated marketing campaign was based on design-centred thinking to target new families, resulting in an approach that addresses the needs of Courts' consumers first. This messaging was amplified across various media using SPH’s wide network of print, digital, radio and out-of-home solutions to reach out to a wider audience.
Results for this campaign
The result: converting a traditionally single-media advertiser into an omni-channel one. The approach added new money to the Courts’ ad spend, spread across new channels like digital, radio and out of home ($220k in total), adding to its print spend of $637k.
Through the innovative interactive video, audiences learnt about Courts' value-added services and its anniversary celebrations with a tongue-in-cheek story of a couple who are on the hunt for a perfect bed for their new home. The video is hosted on the customised microsite, which features pieces that educate readers on Courts' offerings, together with a contest element that offered readers a $10 e-voucher, whilst driving traffic back to Courts’ webpage.
Traffic Driver Performance: In total, throughout the month long campaign with 4 articles, traffic drivers served close to 27 million impressions and garnered 27k clicks. 88% of traffic drivers surpassed the ad benchmark. The articles are amplified via various channels: SPH’s network (straitstimes.com and asiaone.com), ST's FB & Twitter pages, BI’s FB and audience targeting as value-add.
Interactive video Performance: Play-through rate was 17%, which performed above industry benchmark of 10%.
Lead generation: The poll received 1140 clicks, adding to the database of customers for the client.
Reach: Total Pvs for four weeks is 38k with CPV (cost per page view) at $1.15, which exceptionally surpassed industry benchmark of $3.