The launch of LoveFilm in 2004 shook up the DVD rental industry. However, while customer numbers had continued to grow since, revenue per user was in decline.
Previous acquisition activity had focused largely on its DVD rental offering, so LoveFilm moved to promote its other services in an effort to combat this drop in average revenue.
It did this by launching 4Play, a multichannel campaign that used striking iconography to illustrate the range of its services - Blu-ray, DVDs and games by post, online viewing, plus its newest service, streaming to an internet-enabled television or PlayStation 3 (PS3).
A redesign of the homepage gave prominence to the 4Play concept, and LoveFilm's TV ad was adapted to include the 4Play message.
A major door-drop campaign promoted the message further, while customers were encouraged to think of friends they could refer now that LoveFilm had added a PS3 service to its offering.
LoveFilm achieved a major coup when it struck a deal with Sony that gave it access to the entire database of PS3 users, enabling it to email customers who had shown an interest in films, while offering users of the console a free trial of movie streaming.
Partnerships with Currys and PC World involved LoveFilm's 4Play ad being played on screens at all the retailers' stores.
The introduction of 4Play was a huge success for LoveFilm; 2010 was the company's best year to date in terms of customer acquisition, as consumers embraced the opportunity to get more value from the service.
LoveFilm was the clear winner in this category, thanks to what the judges described as a 'really strong commercial story'.
Also shortlisted for Ecommerce: Aviva, How applying a brand promise to ecommerce changed business behaviour and fortunes; Golden Charter, www.goldencharter.co.uk; Marks & Spencer, M&S TV; Premier Inn, A truly premier brand experience
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