23.07.10
LOVEFiLM is the dominant film rental business in the UK and has other similar businesses in Germany and Scandinavia. Their marketing model has been developed using econometrics, and the secret to their success has largely been down to smart acquisitions and marketing excellence. In the UK they now market a range of 65,000 films to over 1.3 million customers.
Currently the vast majority of films are delivered to customers through the post. However, the media landscape is rapidly changing. The fusion of television and the Internet is transforming the way people access and view film content. The LOVEFiLM team needed to make a leap forward with their advertising and were after the best creative talent to help them.
Simon Morris recognised that finding the right people to work with was critical for the future of the business and asked Oystercatchers to find them. So we took Simon and his team to meet the most creative agencies in London. From there we selected a shortlist to pitch. But creative talent was not the only criteria; chemistry was critical too. Simon and his team have a very hands-on approach and needed people who they were sure they could work with closely. With this in mind, we ensured the process involved plenty of face-to-face time with the agencies.
The decision process was not easy and Oystercatchers worked closely with the final two agencies to work through all the issues and deliver a result. Eventually, we appointed the new start-up agency, 18 Feet and Rising, a recent breakaway from Fallon, where the team had worked on Freeview and Kangeroo. They were ferociously hungry for the business and during the process developed a very natural working relationship with the LOVEFiLM team.
Oystercatchers went on to advise on fee structure and working practices to ensure the relationship had the foundations for a successful future.