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.
