EURONICS

THE BRIEF
We won Euronics’ Christmas TV Campaign in a three way pitch against leading UK agency McCann Erickson and the incumbent Lawtons/Five by Five. Euronics is Europe’s biggest electrical buying group and represents over 1,500 independent stores in the UK. They compete against the giant budgets of Comet, Curry’s, John Lewis etc. with a supplier funded budget, which this year was reduced by 25% due to current trading conditions, making the challenge even tougher. The budget was £1.5m to include all media and production costs for the Christmas TV campaign.

THE WORK - TV, DIGITAL AND SOCIAL MEDIA
We made a right song and dance about the campaign. Literally. Because the Euronics ‘Plug’ is now a ‘fixture’ of the brand (even down to van stickers) we understood the importance of keeping the character. The client had a property which they had invested in, so we decided to develop Mr Plug and use him more effectively than before. Our solution was to create the ‘X’ factor, a Motown-inspired singing group called “The Euronics”!

We also bought hard and negotiated well, and with less money had an increase in OTS nationwide with some very careful planning. A number of social media elements were introduced also including a flash game - Euronics ‘Stage Dive’ hosted at www.theeuronics.com. The final fully animated campaign featured one 30 second spot and twenty 10 second product / price spots.

THE RESULT(S)
Some of the results are still to come in, but early indications suggest a strong performance. Here are the highlights:
• The lower budget delivered an increased OTS and Ratings compared to 2008
• Web hits and unique users are up by 25% compared to any previous campaign
• The flash game had thousands of plays in the first week without any promotional support
• The singing group have been a hit in social media websites