HMV spends pounds 5m on Christmas blitz

HMV is putting a budget of pounds 5 million behind its pre-Christmas campaign - a fully integrated push which breaks this week through BDS Beechwood.

HMV is putting a budget of pounds 5 million behind its

pre-Christmas campaign - a fully integrated push which breaks this week

through BDS Beechwood.



The work is based around HMV’s mascot, Nipper the dog, and comprises TV,

press, radio, promotions, in-store posters, window displays and

point-of-sale material.



The television work, which will air on ITV and Channel 4, features

individual promotions for various products, including CDs by R Kelly,

Steps and George Michael, and videos of Titanic and Friends.



Topping and tailing each ad are shots of Nipper, shown wandering and

sniffing around a big pile of presents, staring winsomely at the camera

and licking his chops.



Press ads will run across a wide range of publications with creative

executions appropriate to the market. The mix includes national press,

music and film magazines, men’s monthlies and women’s weeklies.



The ads will feature the range of products HMV offers, from CDs to

videos to games.



Philip Beeching, the managing director of BDS, said: ’At Christmas,

people venture into HMV stores who we don’t see for the rest of the

year. The campaign needs to embrace a wide and diverse audience and

Nipper has a universal appeal.’



He added: ’The High Street is a battleground at this time of year and we

have carried the theme from above-the-line activity into

three-dimensional moving graphics in all the windows nationwide, giving

us added impact and standout.’



The ads were written by Derek Hayes and art directed by Lee

Buckingham.



The media was planned and bought by BMP Optimum.



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