From challenger brand to household name, all within 4 years whilst working to strict ROI

Click to view the VIDEO | 2011 TV Advert
VIDEO | 2011 TV Advert
Click to view the IMAGE | London Bus Stop
IMAGE | London Bus Stop
Click to view the IMAGE | London Underground Tube Car Panel
IMAGE | London Underground Tube Car Panel

The Brief

  • Having tested various above-the-line media, Moonpig appointed MNC as their first media agency of record in November 2006
  • Moonpig needed to establish whether the proposition would be resonant with the Great British public
  • We cut though with a memorable creative while educating consumers of a completely new proposition, ensuring that there was no confusion with E-Cards
  • We had to work to strict customer acquisition metrics and ensure maximum ROI
  • After five years of phenomenal growth, we now defend their position as the market leader against aggressive competitors while our services and methodology are applied to international expansion

Results

  • Moonpig have grown from an unknown challenger brand into a household name with over 60% brand awareness
  • TV spend has increased from a monthly budget of £50k to +£1m per month whilst working to the same ROI metrics
  • Since our first campaign in 2006, sales have increased 1618% and profits have soared by 3423%
  • Since launching with a test DRTV budget, Moonpig now advertise across an integrated mix of TV, Radio, Outdoor and Digital Media
  • Featured in the 2010 Sunday Times Fast Track 100
  • Featured in the 2011 Sunday Times Profit Track 100
  • In 2011, Moonpig merged with Photobox in a deal which valued the company at £120m
  • #1 in Marketing’s Adwatch survey in June 2011