Zavvi Attracts 10,000 New Customers With Sponge Mobile Campaign

David Murphy

Entertainment retailer Zavvi.com has attracted over 10,000 new customers with a re-launch mobile marketing campaign.

The campaign, created and executed by mobile marketing agency Sponge, encouraged people to text in and enter a draw to win £1,000. All entrants received a unique code sent to their handsets to obtain a £1 discount on any order placed on the Zavvi.com website. Posters throughout the tube network in London promoted the competition.

Over a one-month period in December 2009, 24,000 discount codes were issued, with over 19,000 redeemed, generating over £150,000 of revenue and adding more than 10,000 new customers to Zavvi.com's database.
Zavvi, which folded on the high street last year, re-launched online in November under new owners The Hut Group. The company appointed Sponge to increase consumer interaction with the Zavvi.com brand, and to drive people to the website. Sponge, which specialises in mobile marketing campaigns, high-end mobile websites and apps, also worked closely with Zavvi.com to use social media and offer forums to publicise the campaign.

"Sponge over-delivered in terms of creative planning of the project, and the quality continued throughout the campaign,” says The Hut Group commercial director, Richard Chapple. “I'd recommend the company to any retailer looking to penetrate the m-commerce space."

Over 10,000 campaigns by some of the biggest international retailers and brands have run across Sponge’s TG3 platform, resulting in hundreds of millions of interactions with consumers.

“Using a simple mechanic to engage Zavvi.com’s audience was key to the campaign,” says Sponge chairman, Alex Meisl. “By offering an easy-to-enter promotion, which was quick and cost-effective to set up, Zavvi.com successfully generated a significant number of new customers in a short timescale at a low cost.”


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