The Gong Show

Monday, February 3 2014
The Gong Show

Cinema-goers settling down in to their seats with their popcorn ahead of big feature film releases from Friday January 31 will have been treated to a rare sight, as hmv took to the big screen as part of a new marketing push.

It’s the first time the retailer has used cinema spots in its marketing mix for some five years and also marks another stage in the return to fortunes for a resurgent hmv.

Little more than a year ago, hmv was mired in administration, with the odds seemingly stacked against it. The fact that it is taking such a bold marketing move after a strong Q4 performance is a firm indication of how well it is performing in what is still a tough marketplace for retail.

The ad is also notable for the fact it is devoted entirely to the video sector, flagging up Oscar-friendly, gong-winning films featured in its awards season promotion currently running up until the big one, the Academy Awards, due at the start of March.

The 30 second spot, part of a campaign that goes from store level through to nationwide initiatives, was put together with a number of partners, planning agency the7stars, Digital Cinema Media and Bolder Creative. Commenting on the campaign, hmv’s head of marketing Patrizia Leighton said: “When it came to a media strategy to support our hmv presents awards season event in stores, cinemas was the perfect choice to complement the size and scale from within the stores out to our customers. It’s uniquely positioned to deliver the visual and emotional engagement with our film-loving audience that we wanted to achieve through this campaign. The current theatrical slate is jam-packed with the most incredible BAFTA and Oscar-nominated movies – the ideal place to share our passion and excitement around award season and celebrate the greatest quality films, past and present, with our customers.” hmv’s visual promotions and range manager David Athey said: “The awards season is always met with great anticipation at hmv and this year we’ve really tried to carry that excitment through all elements of our promotion; the in-store creative, window message, cinema advertising, the product line up and a big focus on Blu-ray. Store colleagues are really getting behind the offer with some wonderfully creative merchandising of past BAFTA and Oscar winners.” Emma Park from the7stars said: “It’s fantastic to see this iconic retail brand back on the big screen alongside some of this year’s hottest movies. We’re sure the campaign will help to position hmv as an essential destination during this year’s awards season and beyond.”

So here then, it’s all its glory, is that ad in full…

hmv’s award season cinema ad… from The Raygun on Vimeo.

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