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NZ Case study: VideoEzy looks skyward for online advertising inspiration
BRIEF: Remind target customers that DVD rental is an ideal entertainment solution when the category was most relevant – when it was raining
CLIENT: VideoEzy
TARGET AUDIENCE: Parents with young children
PLATFORMS: MSN.co.nz and Windows Live Messenger
AGENCY: DraftFCB
Campaign overview
For VideoEzy’s largest customer group – parents with young children – DVD rental is a major source of entertainment. VideoEzy’s challenge was reaching these folks at the critical moment of truth when the TV/DVD option flashed up on the household entertainment radar. Bad weather was a key trigger and turned the spotlight to media best suited to promotion on a weather-dependent basis. The answer was not a simple matter of sponsoring weather media spaces – only rain days were valuable. In partnering MSN VideoEzy got the tailor made unit it needed, promoting VideoEzy during bad weather days by using a pop-up device embedded in the MSN Homepage four-dayweather forecast window.
The approach delivered the message when it was most relevant, minimising wastage.
