The Drum Awards for Marketing - Extended Deadline

-d -h -min -sec

Author

By Jennifer Faull, Deputy Editor

September 17, 2013 | 2 min read

Quidco, the UK cashback site which recently underwent a rebrand, has rolled out its biggest marketing campaign to date as it looks ahead to the busy Christmas shopping period.

Devised by Drum, the campaign aims to inform consumers of the breadth of retailers offering cashback when shopping through Quidco via TV, transport, radio and print activity.

“Over the last few months, Quidco has implemented a mini brand evolution, focusing on our core proposition and USPs,” explained Stuart Brann, head of marketing, Quidco.

“Our latest ATL campaign will show existing and potential members the real breadth of brands we work with, and with whom they could be earning cashback. The extensive ad campaign will be backed up with heavy below the line spend, using traditional and video display in order to further strengthen our new look branding.”

As a key part of the advertising activity, an exclusive partnership has been struck with Channel 5, where the campaign’s TV ad will run across Channel 5, 5 Star and 5 USA during the peak shopping months.

A four-month sponsorship of national radio station Jazz FM will see mid-morning programme promotions, plus airtime and digital activities running across the station.

Alongside Channel 5, Quidco is also scaling up its London Underground campaign with CBS Outdoor. Over 4,000 adverts will target London commuters throughout the capital’s underground system, spanning TCPs, LEPs, 16 sheets and 48 sheets.

Quidco will also be investing heavily on its digital BTL activity with a large display campaign using traditional and video creative. Quidco also plans to increase brand exposure through its 500+ affiliates using a combination of contextual advertising, email prospecting and display.

The media planning and buying for the campaign was shared between direct and Orion Trading Agency, part of Interpublic Group.

Christmas Campaign Quidco

More from Christmas

View all