Sarah Buxton O'Hagan - Virgin Megastore Retail

virgin recommends emerging artists campaign

This campaign that ran in May 2000 was designed both to position Virgin as the music retail authority in breaking new artists, as well as drawing in additional foot traffic through a strong value add proposition.

Customers who bought a CD by one of the recommended emerging artists would receive a free CD sampler of "spanking new" tracks from hot new artists.

The advertising and in store collateral appealed to Virgin's key audience of pop culture junkies with each execution playing a weird twist on the title being promoted.

import sale retail campaign

Virgin is known for being very strong in the area of "import music" due to its obvious British ties. Bringing out this section of the store in a month long retail campaign helped to build this perception of expertise into the brand as well as draw in additional foot traffic through the one time only special pricing on rare music finds.

yard sale retail campaign

This was an annual storewide sale that ran in March 2000. The concept of the Yard Sale clearly played into the "spring cleaning" mind set of consumers at this time of year.

However with Virgin being known for irreverence - it was important to add a twist of "difference" to this positioning. The "it's not normal" tag in advertising that played on key alternative artists (eg Everclear) set the tone for the in-store collateral.

genre specific co-op retail campaigns

These examples represent sectional sales that would take place consistently in the store in partnership with the major record labels. It was important to continuously bring out alternative genres to ensure that Virgin was always at the forefront of introducing customers to new music.