This week sees the launch of HMV's Easter campaign, which will run across national press and outdoor media (48 & 6 sheets, phone kiosks), store windows and instore graphics/POS and online via hmv.com.
The campaign takes as its visual identity a series of 10 well known personalities and characters from the worlds of music, film and games each portrayed in 3-D model egg form. This is supported by the strapline 'Have a cracking Easter'.
The line up of 'eggciting' characters includes includes the likes of Lady Gaga and Jedward from the world of music, Ironman, Spock, Stewie Griffin and Ice Age's Scrat from film and TV, and games icons Mario and Sonic. Additionally the HMV logo will be adapted for use across the campaign with the letter 'v' in the hmv brand being represented as a cracked egg.
Easter is fast-becoming as important as other gifting periods such as Valentine's and Mother's Day in the trading calendar, particularly with increasing numbers of families choosing to spend their break at home and hitting the high street as part of their leisure activity. The campaign will therefore highlight a strong range of CDs, DVDs and console games at highly competitive prices. These include Ice Age 3 at just £8, Now 75 priced £13.99 and Nintendo's new Pokemon release (Heartgold and SoulSilver versions) at £34.99.
The concept for the eggs was developed by HMV's brand agency venturethree working in conjunction with model maker/designer Duncan Mude.
HMV Head of Design & Display, Mark Robertson comments: “Easter has become a key trading period for us with lots of families and kids out and about shopping as part of their holiday experience. Naturally they'll be on the look out for great value deals but I think they also want to be engaged by retailers, so we've purposefully set out to make our Easter campaign as playful and as family-focused as we can.”