DFS partnered with The Sun and News of the World as part of their multi-media promotion of their Easter half price sale.
Aim of the campaign was to promote the DFS half price Easter sale and by doing so increase footfall in DFS shops over the Easter weekend.
National newspapers allow advertisers a high level of immediacy that allows them to be topical at a low cost. This enabled DFS to target an audience in the lead up to the sale as well as on the sale dates. The newspaper ads ran in The Sun, The News of the World and their Sunday Magazine.
- 49% of all Sun readers recalled DFS advertising in either The Sun, News of the World or Sunday Magazine.
- 56% of those who recognised the press activity recalled that DFS were offering half price sofas.
- 276,528 people visited the website, 184,352 made store enquiries and 138,246 visited a DFS store before the end of the Easter offer - from a base of recognisers of any press activity.
- Of Sun readers 61% of those exposed to both media were also more likely to consider DFS the next time they purchased a sofa.
What were the key learning's of this campaign?
"The activity has been responsible for shifts in key image statements amongst News of the World readers to whom the key messages have been communicated very successfully. Overall, the partnership has been very effective and we look forward to seeing more successes in the future." Reg Kemble, Associate Director, Head of Retail National Buying, MediaCom UK