LetsBuyIt.com, the pan-European e-commerce website that offers
co-operative shopping, is using an army of ants in its new advertising
campaign to drive home the message of strength in numbers.
The ads form the first part of a multi-million pound pan-European TV,
outdoor, press and online campaign that breaks this week in the UK,
Denmark, Norway, Sweden and Finland.
LetsBuyIt.com is based on the concept of co-operative shopping via the
web. It allows consumers to group together and secure the best prices on
branded goods through collective buying.
The ad opens with several ants struggling to lift a flagpole before a
troop of ants arrive to help them hoist the pole and raise a flag, which
says ’buyer power’.
The ’ant’ concept was conceived by LetsBuyIt.com’s global marketing
director, Soames Hines. It was produced through Seven Senses in Germany,
which was involved in the creation of the Sony PlayStation game, Tomb
Although only recently appointed to the account, Abbott Mead Vickers
BBDO had some creative input into the ad. It developed the end frame
that will feature throughout the campaign.
Tony Cox, creative director at AMV BBDO, said: ’Ants are the perfect
shorthand for collective intelligence. LetsBuyIt. com is all about
people acting to achieve savings they couldn’t obtain if they were to
buy independently. Ants are the best allegory for this.’
AMV’s direct agency, Barraclough Hall Woolston Grey, will handle the
through-the-line work, while media planning and buying are to be handled
by the BBDO media network, OMD.
Hines said: ’The TV campaign is the first branding idea we’ve created to
help explain and demonstrate LetsBuyIt. com’s co-buying concept. Ants
are universally accepted as an icon of collective intelligence. We’re
using them as a metaphor for LetsBuyIt. com’s ’co-buying’ concept.’