Cannes Lions
MICK & NICK, Johannesburg / LOOK & LISTEN / 2009
Overview
Entries
Credits
Execution
A team of hawkers were selected and sandwich boards were created drawing attention to the offers and the fact that original DVDs were available at counterfeit prices at Look & Listen. DVD covers with the offers printed as mock covers then were handed to motorists, driving them to the stores.
Outcome
The stores involved in the activity saw a marked increase in sales directly after the activity, with sales of the promoted titles increasing 57% versus the previous weekend where there was no activity.
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