Game prepares relaunch ad campaign
By Sarah Shearman, marketingmagazine.co.uk, Tuesday, 18 September 2012 08:00AM
Game Group has unveiled a fresh marketing strategy based on value and 'honesty', following the merger of its Game and Gamestation high-street brands.
The retailer, which was saved from administration by investment firm OpCapita in April, is to drop the Game-station brand, and will position Game as a multichannel chain that offers customers market-leading value.
The changes will be flagged up initially through in-store activity and a direct marketing campaign. Game plans to launch above-the-line ads in November, to communicate its new tone of voice, based on ‘honesty, humility and humour’.
It will remind consumers that ‘the best bits’ of Game-station, such as the expertise of its staff, will be retained. In addition the retailer will launch a mobile site and its first app, which will be linked to its loyalty card.
According to Anna-Marie Mason, marketing director for Game, this strategy will help it better contend with online retailers in the gaming sector, competition she admits it was previously ‘intimidated’ by.
This article was first published on marketingmagazine.co.uk
- Strategic Research Consultant Rare Selection £35 - £45K + 20% bonus, London (Central), London (Greater)
- Senior Brand Strategist / Senior Brand Planner Rare Selection Up to £75K + benefits, including pension, London (Central), London (Greater)
- Senior Brand Consultant Rare Selection Up to £48500 + non contributory pension + additional benefits, Surrey
- Senior Brand Strategist / Planning Director Rare Selection Up to £65000 + excellent benefits, including pension and bonus, London (Central), London (Greater)
- Account Director Creative Integrated Agency London Twist Recruitment £40000.00 - £55000.00 per annum + Benefits, North London
- Tesco Clubcard uses Twitter to pick out Christmas gift ideas
- Samsung launches first Christmas TV campaign in the UK
- O2 launches 'walk' campaign with Ed Sheeran
- BBH London promotes Caroline Pay to deputy ECD
- ASA bans 'strongly sexual' Giffgaff ad
- Hammerson uses automated mechanical model to showcase Christmas gifts