Not surprisingly in our digital age, HMV was experiencing shrinking traffic to its stores.
What we did
The HMV pink logo is an iconic and recognizable brand asset with high resonance and recall amongst consumers. So we decided to disrupt this visual cue and arrest consumers at the street level to drive foot traffic into store. During the release of the Shrek 2 DVD we turned the iconic HMV signage from pink to green to bring attention to in-store locations.
How it worked
The strategy resulted in higher in-store traffic and an increase to average basket size during the campaign.