Case Studies / Debenhams

The Background

When the Debenhams Stores Group first introduced consumer electronic products into its stores they sought to find a point of difference to separate its offering from that of other High Street stores.   Our solution was for Debenhams to create its own exclusive brand which could offer outstanding performance and quality at a competitive price.

The Campaign

The initial product line was composed of DVD Players and Wide-Screen Televisions and this initial offering was soon followed by a full range of home cinema systems; hi-fi systems and accessories.   Diva created a storyline to re-introduce this dormant but once successful brand to the specialist and wider media and spent time with key journalists to re-enforce the message and to build enthusiasm for the marketing concept and the products.

Following the successful coverage in the specialist media, Diva organised a Media Event, hosting approximately 100 editors and journalists.

The Results

The campaign proved extremely successful in generating coverage in the specialist consumer electronics magazines as well as highlighting the product launch in the wider media including lifestyle and men's magazines. Almost every specialist magazine and web-site featured a positive product test culminating in several 5-Star Awards and the award to one Lecson DVD Player the runner up rating for the "Home Entertainment" magazine Annual Awards Ceremony.

The successful product ratings published by "What HiFi?", "Stuff", "Total DVD", "Home Entertainment", "Gramaphone", "DVD Shopper", "Sunday Express" and other magazines allowed Debenhams to launch a national advertising campaign based around the theme "If you like films, here's some great reviews" and highlighting the positive media support.  

The sales growth of Lecson products proved to be so successful that Debenhams bought the rights to the Lecson brand name to secure ongoing exclusivity to the products.