Client: THQ

What they wanted

THQ's focus for the Christmas campaign was to bolster product awareness amongst the kids’ audience and gifters male and female and generate awareness amongst the purchasing audience.

Fresh thinking

We undertook a lot of initial research into the target audiences and their buying habits around Christmas. This revealed some interesting results. From this research we planned our online promotional and advertising activity to maximise on sales for THQ.

We designed the campaign to be relevant to both audiences effectively including graphical navigation on the website for kids and textual navigation for the gifters. With the promotions we really focused on the gifting audience enabling them to win their child´s Christmas presents. The media was targeted at both audiences, the gifters focused around shopping comparison sites and MSN with a solid mix of kid´s activity across the popular kid´s sites. The campaign was also supported by a 6 week PPC campaign that we up weighted on each Monday based on our research.

What happened?

The campaign executions were all very successful.

The Website generated 37,771 Unique Visitors to the site, 2.59% of Unique Visitors clicked to register and 4120 Visitors exited the website from one of the buy game pages.

Online Promotion generated 28,941 entrants into the competitions, 8,656 opt in data (29.9%).

Online Advertising - Overall the campaign generated 19,508 clicks through to the website at an average CPC of £1.13.The overall CTR of the campaign was a fantastic 0.55% generating the brand a huge amount of awareness. Unfortunately we were unable to obtain the number of sales from the retailers.