HMV: Re-opening 363 Oxford Street

Entertainment retailer HMV capitalised on its return to 363 Oxford Street to drive footfall and sales into the new store by positioning Doug Putman, the brand's owner, as the saviour of London's shopping scene.

In Brief

We turned a story that should have read "Retailer Opens Shop" into a national media sensation that dominated the news agenda for two days across Black Friday and the peak Christmas shopping weekend.

There were over 1,150 pieces of coverage for the launch of 363 Oxford Street. Every national paper covered the opening.

Combined, we delivered a reach of 46 million UK adults and they were exposed to the story on average 7.6 times over the course of the campaign.

Footfall to 363 Oxford Street in its first two days reached levels forecast for its first two weeks...

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