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COURTS Megastore 10th Anniversary BrandInsider

Strong breakthrough for COURTS as it successfully moved to omni-channel

The Straits Times partnered with COURTS in this multi-stage, integrated campaign.

 

 OBJECTIVES

  • To promote and celebrate COURTS's 10th year anniversary

 

 EXECUTION

  • Integrated content marketing campaign with BrandInsider created online and offline buzz for its store anniversary
  • A customised microsite was created to feature articles that educate readers on COURTS's offering as well as an interactive video

 

 RESULTS

  • The custom microsite garnered close to 40,000 page views, with the best-performing article, “Top 10 services you never knew COURTS provided”, receiving close to 10,000 page views and an impressive dwell time of 5 minutes

THE CHALLENGE

For the leading electronics and furniture retailer  to venture into the digital space with an innovative offering. Pegged to its Tampines Megastore’s 10th anniversary celebration, COURTS wanted to enhance its tried-and-tested tactical messaging with content marketing, seeking to solidify its brand position with customers.

WHAT WE DID

With SPH's credibility and its digital reach, COURTS saw the potential in an integrated marketing campaign to achieve its marketing goals. Its month-long integrated content marketing campaign created online and offline buzz for its store anniversary, with an all-in-one solution that cut through the online clutter and delighted audiences. The COURTS BrandInsider digital campaign utilised a multi-pronged storytelling strategy, enhanced by interactive technology, to showcase the retailer’s products and services. This interactive video was a launch execution for SPH, and proved to be a proud innovation for both publisher and client.

Combining brand awareness with a tactical approach, the integrated marketing campaign was based on design-centred thinking to target new families, resulting in an approach that put the needs of COURTS's consumers first. This messaging was amplified across various media, using SPH’s wide network of print, digital, radio and out-of-home solutions.

RESULTS

The BrandInsider campaign for COURTS was a breakthrough for the client as it moved from being traditionally print advertiser to one that is omni-channel.

The campaign was both interactive and informative. The custom microsite garnered close to 40,000 page views, with the best-performing article, “Top 10 services you never knew COURTS provided”, receiving close to 10,000 page views and an impressive dwell time of 5 minutes.

The interactive video also performed well above the industry benchmark. Audiences discovered COURTS’s value-added services and its anniversary celebrations via a tongue-in-cheek story of a couple on the hunt for a perfect bed for their new home. The video is hosted on the customised microsite, which features pieces that educate readers on COURTS’s offerings, together with a contest element that offered readers a $10 e-voucher, whilst driving traffic back to COURTS’s webpage. The poll received 1140 clicks, adding to the database of customers for the client.

The excellent performance of the campaign is evidence that an advertiser can break out of its original mould with the right media planning and execution.