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CASE STUDY: Avril Lavigne benefits from Virgin Screen Network

Provided by Digital Screen Networks
Sales boost for Avril Lavigne album from advertising on digital Virgin Screen Networks in Virgin Megastores.

What was the Challenge / Background of the Campaign?

The campaign was to support the release of the album and maximise chart position.

What was the Campaign Objective?

For Sony to maximise first week sales for a new release album. For DSN to quantify the effect of using the screen network on sales and hence effectivness of the medium.

What was the Solution?

To use the key benefits of the Virgin Network ie moving pictures and sound to maximise the impact to a High St audience.

What were the Results?

Virgin Megastore in Piccadilly (with screen) saw a 43% sales increase when compared to Oxford St store (without screen) Virgin store in Buchannan St Glasgow (with screen) saw a 37% sales increase when compared to Argyle St store(without screen)

What were the Key Learnings of this Campaign?

Sound enabled digital screens in high footfall city centres appear to enhance sales performance, with the conclusion that such screens are effective when compared to sites with no screens.

BudgetReach & FrequencyTarget AudienceMedia Used
£0 to £50k14-18 year olds
16 - 24
25 - 34
Female
Male
ABC1
C2
Main Shopper
MOBILE
NON-TRAD OUTDOOR
RETAIL MEDIA
Campaign LocationCampaign DurationMarketing ObjectiveCampaign Type
All RegionsAll YearBUILD AWARENESS
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