Harveys

Interactive vouchering (as part of integrated sponsorship of Coronation Street)

With more than 150 stores across the country, Harveys is the UK’s biggest specialist furniture retailer. It took over sponsorship of ITV’s top-rating show, Coronation Street, in September 2007 in a fully integrated deal that includes not only on-air branding, but also sponsorship of the long-running soap’s interactive service and its pages on ITV Mobile.

• Enhance the existing interactive sponsorship of Coronation Street
• Drive viewers in-store to purchase with the discount offer
• Trial a new interactive vouchering initiative

Eagle Eye Solutions, in conjunction with ITV, created what is believed to be the world’s first TV-led interactive voucher campaign for Harveys. This was trialled over a 13-day period, from 27th February to 10th March 2008.

"We are delighted with the result and will be looking to use these learnings to drive repeat purchase and other sales opportunities. Staff also found it very easy to implement in store."

Helen Vinken, Marketing Director, Harveys

The service allowed Harveys to send discount vouchers to Coronation Street viewers via their mobile phones as an SMS message. The 15% discount was advertised solely within Harveys’ dedicated sponsor area of the Coronation Street interactive service (which is available in satellite homes via the red button). Viewers could text in to receive a unique eight-digit code which they could then redeem against their purchases in store.

Across the trial period, 30% of viewers who requested a voucher went on to redeem it in one of Harveys’ stores. This figure peaked on some days at a 50% redemption rate – 10 times the average for DM promotions.