Case Studies - PlayTrade

Client: PlayTrade

Agency: Hill Knowlton

Campaign: University Fresher’s Fairs Campaign.

Brief:

To raise awareness, drive sales and increase registrations for the Play.Com online marketplace “PlayTrade”, using an experienced promotional team targeting students at fresher’s fairs at selected universities, encouraging students to sign up to buy their reading lists, sell their unwanted textbooks, CDs and DVD's.

Target Audience:

• University Students

Campaign Description:

• Link Communication provided multiple event, compromising of branded exhibition graphics, display table and WiFi enabled laptops. These were toured across the UK, stopping in at the Fresher's Fair within the largest universities.
• Students were encouraged to sign up on line at the fresher’s fair to receive a free DVD.
• Throughout the day, staff handed out print material promoting the Play Trade services and website, as well as encouraging people to sign-up on the day.

Results:

• More than 1,400 students were signed up during the course of six days.
• More than 33,00 student discount cards were distributed among the students.
• Approx. 21,000 leaflets were handed out during the fairs.