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

2012 TV Advert - "Messy Boy" [Click/Tap to view]
2012 TV Advert - "Messy Boy" [Click/Tap to view]
London Bus Stop
London Bus Stop
2012 TV Advert - "Kids" [Click/Tap to view]
2012 TV Advert - "Kids" [Click/Tap to view]
London Underground Tube Car Panel
London Underground Tube Car Panel
2011 TV Advert - "Everyday" [Click/Tap to view]
2011 TV Advert - "Everyday" [Click/Tap to view]

The Brief

  • (2006) To prove that the idea of sending cards online would resonate with the Great British public via a risk-averse test. Having tested various media since launching Moonpig.com in 2000, the vital question in 2006 was whether TV or radio could fuel the next stage of business growth. We had to cut though with a memorable creative while educating consumers of a completely new proposition, avoiding confusion with E-Cards.
  • (2006 - present day) To communicate the expansion of Moonpig’s product portfolio while working to strict ROI metrics. After six years of phenomenal growth, we now maintain market leadership despite aggressive competition. Measureable ROI and efficient new customer acquisition have been the primary objectives throughout the working relationship.

Results

  • Moonpig have grown from an unknown challenger brand into a household name with over 70% brand awareness.
  • TV spend has increased from a monthly budget of £50k to +£1m per month whilst working to the same ROI metrics.
  • The DRTV test ad produced under our management has evolved into an extensive set of brand response commercials.
  • Annual sales have risen from £1.8m in 2006 to £45m in 2012, profits from £300k to £12m.
  • 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.