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PCSpecialist

THE BRIEF

Black Friday is an American shopping tradition which has only caught on in the UK over the past few years. It is one of the most important sales days for retailers. PCSpecialist came to Forward & Thinking so our team could help them harness the power of digital OOH and deliver the newly developed PCSpecialist to the widest possible audience. The objective of this campaign was to raise awareness and to drive sales in the build-up to Black Friday.

THE CAMPAIGN

Our planning process included an interrogation of all Digital-Out-Of-Home inventory nationally, in order, to deliver a cost-effective, but wide-reaching, campaign as possible. The key to campaigns such as this is to balance carefully the lead times, availability, and price point to get as much exposure as possible for the investment. This national campaign was focussed on pre-determined ‘areas of high gain’ that deliver a high percentage of the client’s target demographic but currently have lower sales penetration. We used a selection of large format digital screens around the country, in order to best promote PCSpecialist.

THE RESULTS

PCSpecialist were absolutely delighted with the results. Our fantastic long-term relationship with suppliers and media owners means we could get the best value for their marketing budget and even more. Forward & Thinking’s post-campaign analysis demonstrated a huge amount of additional value we were able to deliver with the existing budget. Overall, the complete campaign over-delivered 44,726 plays worth almost £5000.

Out-of-home media has been a key awareness strategy for PCSpecialist over a number of years. To balance rate and availability across multiple suppliers is something best left to the experts and Forward & Thinking handle this with aplomb. They consistently deliver well thought out campaigns, at great value, that help us deliver our core messaging.

John Medley, PCSpecialist
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