HMV gears up activity for Easter with Lady Gaga model egg

LONDON - HMV has rolled out an Easter campaign which takes characters and personalities such as Lady Gaga and Sonic the Hedgehog, from across music, film and gaming, and portrays them in a 3D model egg.

HMV: launches Lady Gaga model egg
HMV: launches Lady Gaga model egg

The activity, spanning press, outdoor, and point of sale uses the strapline 'Have a cracking Easter.' The concept for the eggs was developed by HMV's brand agency venturethree working in conjunction with model maker/designer Duncan Mude. Other charcters include Jedward, Spock, Stewie Griffin and Ice Age's Scrat.

The retailer said Easter was fast becoming as important as other gifting periods, such as Valentine's and Mother's Day, in the trading calendar. The campaign therefore highlights a range of CDs, DVDs and console games at competitive prices.

Mark Robertson head of design and display at HMV, said: "Easter has become a key trading period for us with lots of families and kids out and about shopping as part of their holiday experience.

"Naturally they'll be on the look out for great value deals but I think they also want to be engaged by retailers, so we've purposefully set out to make our Easter campaign as playful and as family-focused as we can."

Last week Simon Fox, group chief executive at HMV updated investors on its current business situation. He said it would further transform its offering by increasing sales of new product categories as well as build a bigger digital presence through its joint venture with 7digital.

The retailer also laid out plans to "revitalise" the Waterstones bookstore brand.

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