"The role of media has been absolutely critical in achieving our customer targets," Ocado's head of customer acquisition and PR, Claire Harper, said. The launch of Waitrose's grocery delivery service involved first assessing the potential of a delivery area. Working parents who spend £100 a week on groceries were identified then "hotspots" mapped of potential customers. Posters were bought in these areas supporting sampling, tube panels, door drops, local press and radio, posters and e-mails to interested consumers.
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Title: WH Smith Education Books
Media agency: Starcom Motive
Media director: Will Phipps
Creative agency: Abbott Mead Vickers BBDO
Creative director: Kate Howe
Client: WH Smith
Brand/product: Education Books
Marketing director: Nigel Leahy
Media/brand manager: Kelly Woodrow
WH Smith identified the top decks and backseats of buses as "teenage zones" - the most appropriate areas to reach groups of school children. A deal was brokered with Viacom allowing WH Smith to buy these specific sites and savings were made equivalent to four weeks of free media activity.
Sales of WH Smith's revision guides grew by 23 per cent year on year in the first week of the campaign and 21 per cent over the first four-week period.
