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Case Studies


B&Q-proximity postcode matching creates Christmas campaign Specialist: Meridian Outdoor Agency: Mediaedge Client: B&QMedia: Forecourt

Background B&Q wanted to promote their post-Christmas sale in locatons in proximity to their stores throughout the UK. The company also wanted to run specific messages at specific tmes to make them directly relevant to the tming of the Christmas sale launch and duraton. Campaign details Using postcode matching, we identfied the BP Connect stores in proximity to B&Q’s stores; these 82 sites formed the digital advertsing campaign. From March 2010, the forecourt network increased to include MRH locatons, at which point signifi-cantly more advertsing locatons in proximity to the retailer’s stores could be provided. B&Q did not have specific digital Out of Home creatve so we created two bespoke creatve executons to a B&Q outline storyboard using rushes from the TV campaign.The first, which ran from 21st to 23rd December, was to announce the start of the sale on Christmas Eve, along with a ‘15% off everything’ offer. The second, which ran from 27th–31st December, was designed as a call to acton while the sale was on, listng the range of products included, and the discounts available.


Wickes one day promotion across forecourt network nationally Specialist: Agency: Client: Media:

Kinetic MEC Wickes Forecourt

Wickes, the Home Improvements retailer, ran a one day campaign on the forecourt network nationally to communicate with relevant audiences that “the Wickes new catalogue is out now”. The campaign has been broadcasted across over 1500 screens throughout the UK and turnaround between receiving the copy and nationwide display on forecourt screens only took 40 minutes. The forecourt network provides an effective and ̀exible channel to complement press and radio activities in an easy and cost effective way. Shortly after this strategic one day activity, Wickes has run another tactical campaign this time to support new branch opening in Thetford. A long term campaign ran in proximity to a particular store to only communicate with local audiences within a certain distance. Wickes, through its campaign, is targeting an audience in petrol stations as they travel and are already out and about, on the move in different journeys. The simple, creative execution communicates that “Wickes Thetford is now open”. It features the full address and opening hours for the local customers to memorise the information and drive them to this particular store. The campaign ran for 12 weeks across selected number of venues within the area.


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Kinetic MEC Visa Retail network

Visa engages with consumers through Amscreen Retail network nationally The Amscreen Retail network now combines forecourt, neighbourhood, WHSmith Travel and MOTO altogether and delivers some 55 million gross impacts every two weeks. The Retail network provides a unique opportunity for advertsers giving brands the perfect opportunity to deliver meaningful conversatons directly to consumers at the point of purchase whilst raising awareness of the brand in the locatons where consumers actvely make purchases and get on with their daily lives. Campaign details Visa ran a branding and actvaton campaign on the Forecourt, Neighbourhood, WHSmith Travel and MOTO networks to promote use of Visa cards at the point of purchase in some of the biggest retail environments in the UK. This advertser has already utlised forecourt network in 2010 promotng “thousands of great prizes to be won” when paying with Visa.This tme Visa’s creatve executon highlights the fact that the advertser is one of the major sponsors of the 2012 Olympics. Creatve execution The 10 second, catchy creatve prompts to “pay by Visa and win London 2012 Olympics tckets every day plus trips to the opening Ceremony every week”.Lastly the campaign again encourages “paying by Visa and entering at Visa.co.uk”.


Amscreen Healthcare network-the right message for the right mindset Specialist: Agency: Client: Media:

Kinetic Mindshare Unilever Healthcare

Background The Healthcare network is a compelling way for advertsers to reach a health-conscious, engaged and interested audience with messages about health-related products and services. It reaches communites and local neigh-bourhoods communicatng with them at the tme when they are happy to fill their waitng tme at the surgeries. Research showed that 82% of people find the informaton on the screen useful while 56% like looking at the screen while waitng for their appointment (Lake Research, February 2010). Campaign details –Vaseline Intensive Care Vaseline Intensive Care used the Healthcare network to showcase the complete Intensive Rescue range.The 20-second ads, promotng the message that Intensive Rescue Cream provides twice the moisture of E45 Cream, ran in Healthcare network for four week bursts in January, March, October and December 2010. The four bursts of the campaign ensured beter recency and campaign awareness showing the promoton in over 411 carefully selected venues natonwide.


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N/A N/A The Telegraph Forecourt

The Telegraph promotes its weekend promotions through forecourt screens Campaign details The Telegraph has been actvely targetng their audience in carefully selected locatons within BP stores to reach morning drivers on Saturday and Sunday to inform them about the newspaper’s promotons. The Telegraph has already run four tactcal campaigns promotng different CD and DVD collectons including a “John Wayne” promoton, a promoton related to Armistce Day and a “Classic FM” promoton featuring “Music from the Masters 2011” and a promoton in conjuncton with the RSPB giving away birdwatching guide. The newspaper utlizes the network’s flexibility to drive sales by promotng tmely messages when the promoton is running to encourage actvaton and prompt purchase. Engaging content communicates the Telegraph’s cover mount in a very straightorward way to let the audience know about the “freebies” they can get along with their purchase of The Saturday and Sunday Telegraph. The daily newspaper planned its advertsing approach to fit in with people’s weekend routnes, targetng them exactly when they are most likely to pick up the newspaper and advertsing between 7am and 2pm on Saturday and Sunday only. The exceptonal system capabilites allow for straightorward regional and tme specific targetng with less than 24h turnaround tme while our bespoke planning system ensures flexibility and convenience of booking, at short notce.


Sky uses screens to bring Breaking News to motorists Background Sky’s recent campaign has seen the broadcaster signed up to Amscreen’s natonwide forecourt network of digital screens as the summer supplier of news content. This deal extends its news

Specialist: Agency: Client: Client:

IPM Mediacom Sky Forecourt

feeds, already familiar to rail and airport passengers, to motoring commuters while they are on the move. The forecourt network now delivers over 35 million gross impacts every fortnight in 1600 locatons natonwide. Campaign details and network flexibility Flexibility in running different copy at different parts of the day and the week enabled Sky to achieve the best possible outcome from their thorough campaign and ensured that their message was as relevant as possible, consistently.Amscreen forecourt screens allowed Sky straightorward last minute copy changes to promote new TV programmes (It Must be the Music), football coverage (Sky Sport HD Champions League games) and Sky sponsored events (Sky Ride). Set begin-ning and end tmesfor each creatve ensured maximum relevance of display tme therefore maximum atenton.Additonally, Sky News runs on Amscreen’s Forecourt venue screens providing constantly-updated “breaking news” which improves consumers’ day to day forecourt visit experience by delivering up to the minute, compelling informaton while they are in the forecourt stores. Results Recent research showed 68% of respondents saw at least one Sky creatve on the screen.This rises to 69%of men; 73% of 25-34s; and 70% of 34-44s.The screen clearly succeeded in communicatng key Sky messages. 87% of respondents believe that HD makes viewing Sky channels even more enjoyable, while 79% think that Sky used forecourt screens to provide useful informaton for motorists.


ScrewFix promote their new branch openings using forecourt screens Specialist: Agency: Client: Media:

Postercope Zenith Optimedia Screwfix Forecourt

The forecourt network now reaches over 1650 locatons natonwide delivering almost 40 million gross impacts every two weeks. The medium delivers 18% of all adults and 22% of all men. Through this natonal opportunity, advertsers are able to target different regions with a relevant messageat the right tme and place. Campaign details ScrewFix ran a two week proximity targetng campaign promotng the opening of two stores - Bolton and Pontypridd - to drive local customers to these specific locatons and raise awareness of the new store opening in these areas. The creatve executon featured a small map directng the audience to the store offering great “opening launch deals” to its first customers. Additonally, across the weekend of 28th-30th January, customers received 10% off their first order and a free “ScrewFixT-shirt or Beanie Hat when you spend over £40”.Shortly afer their actvity, the trade merchant ran another four tactcal campaigns - in Bridgewater, Norwich South, Glastonbury and Uckfield - to support new branch openings and promote a four day event fromWednesday 9th Feb to Saturday 12th February 2011, again offering a free “ScrewFixT-shirt or Beanie Hat when you spend over £40”. This tme instead of giving 10% off, the creatve featured specific discount offers which saved buyers “£10 off and 20% off selected products.


Renault uses Amscreen’s forecourt network to drive its message to relevant motoring audiences Specialist: Agency: Client: Media:

Posterscope MGOMD Renault Vans Forecourt

Campaign details Renault ran a two week campaign in carefully selected forecourt venues for its commercial vehicle portfolio to drive footfall to the nearest Renault dealership. The campaign raised awareness of deals available and prompted purchase of the new commercial vehicles newly available on the market.The campaign began on Bank Holiday Monday to reach motorists on the way back from weekend breaks, on long journeys, about to return to work, providing a timely prompt just before the new vehicle registration period. Flexible copy adaptation leads to halo effect with other media Press creative was repurposed for the screen campaign and ran in conjunction with other media, to highlight the appropriateness of the commercial vehicles for different types of businesses, and to rèect Renault’s undisputed position as Europe’s number one van manufacturer. Results The Renault Vans campaign is a proven success in the forecourt environment. Recent research showed 33% of people recalled seeing Renault ads on the screen. This rises to 36% of full time workers, 40% of 18-24’s, 38% of 25-34’s and 50% of 45-54’s.


RED BULL-re-energizing consumers at both ends of the day Background

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Kinetic AMS Red Bull Forecourt

Red Bull used the Forecourt network for the launch of its Red Bull Energy Shots variant in February 2010. Since then Red Bull has utlised the Forecourt network to its full extent by running tactcal campaigns at specifically selected tme to reach their core target audience. Campaign details The Energy Shots variant located in CDU’s at the tll point, in direct proximity to the digital screen, and in the ideal locaton foradvertsing to prompt immediate consideraton and purchase.The Red Bull campaign first ran in November 2009 across the Forecourt network, then in February 2010, April 2010, August 2010 and again in March 2011. Digital out of home’s flexibility enabled Red Bull to advertse on the forecourt convenience network at the most relevant tmes of day –first thing in the morning, between 6am and 10am, for a wake-up energy boost; and early evening, between 4pm and 8pm, when consumers are looking for a quick lif to keep them going throughout the evening. We worked with Red Bull to animate the first Red Bull Energy Shots statc creatve, which was linked inextricably with the forecourt environment. It featured the unmistak-able Red Bull animated cow driving a car, and ended on a stll of car keys and an Energy Shots carton. Red bull contnued to engage with a motoring audience, using their creatve to make an explicit link between amotoring audience and an ideal drink choice for boostng energy whilst on the move. EPOS analysis was run for one of the Red Bull campaigns which showed a 20% sales uplif. This was partcularly impressive given that at the same tme a price promoton was running on the 250ml Red Bull Energy cans so we might have expected less of an uplif.


Amscreen Healthcare network-the right message for the right mindset Specialist: Agency: Client: Media:

N/A N/A Reckitt Benckiser Healthcare

Background The Healthcare network is a compelling way for advertsers to reach a health-conscious, engaged and interested audience with messages about health-related products and services. It reaches communites and local neighbour-hoods communicatng with them at the tme when they are happy to fill their waitng tme at the surgeries. Research showed that 82% of people find the informaton on the screen useful while 56% like looking at the screen while waitng for their appointment (Lake Research, February 2010) Campaign details-E45 Vaseline’s compettors E45 ran a campaign in the Healthcare environment for 16 weeks natonally promotng its product as being “no 1 selling brands for dry skin”. The creatve executon focussed on mum with baby and adults highlightng the fact that the cream is “suitable for everyone”.E45 ensured the presence of its brand in the environment where a key compettor was already established.


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Posterscope Zenith Optimedia Premier Inn Forecourt

Forecourt network fexibility delivers successful regional targeting for retailers Background informaton As well as its proven mass broadcast capabilites, achieving unique coverage of 18% of adults every two weeks and over 38 million gross impacts in the same tme period, the forecourt network’s unrivalled flexibility enables it to deliver campaigns tghtly targeted by an advertser’s required regionality.Premier Inn have booked highly specific locaton-focussed campaigns to raise awareness of a very specific offer in a very specific geographical area. The unique capabilites of the advertsing screen coupled with our sophistcated campaign planning and booking system allows individual locaton targetng which makes these valuable campaigns for retailers a straightorward propositon to plan and book. Premier Inn Premier Inn booked a fortnight-long campaign, running at the end of June and beginning of July, using the screens in the three forecourt locatons in closest proximity to its new Gatwick Manor Royal hotel to announce its opening.


Advertising in an ultimate point of sale publishing environment Specialist: Agency: Client: Media:

N/A N/A Penguin WHSmith

WHSmith network: a perfect fit for publishers’ messages Amscreen’s WHSmith network has been immediately identfied as a superb opportunity by publishers to advertse their books in store and bring a special focus on partcular launches promptng purchase in one of the UK’s leading retailers. Campaign details The Penguin Group believed the network was a natural fit for the promoton of its “Diary of a Wimpy Kid” book prior to the movie release, encouraging the audience to “read it before you see it”. This message, promoted through the advertsing copy, not only supported the book’s sale in store but also the soon-to-be-released film.The advert animated the film “Now showing in the cinema”, while the creatve executon enabled the audience to visualise specific characters as they were shown in the book then transformed into real people on the big screen.The eye-catching creatve entertained the audience during a two week campaign run across 26 high traffc venues on Amscreen’s WHSmith Network.


Orange prompts its PAYG customers Background informaton Amscreen neighbourhood network now comprises of over 500 venues natonwide delivering a gross

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Kinetic N/A Orange Forecourt and Neighbourhood

audience of 5m consumers every fortnight. The network, stll in the roll-out process, is set to deliver over 15m at comple-ton. Amscreen forecourt network consists of over 1650 venues natonwide reaching over 38m of motoring consumers every two weeks. Campaign details Orange ran a one day campaign promotng its bespoke deal to PAYG customers encouraging £15 top up to receive an additonal £5 credit reward. The offer was valid for one day only to encourage actvaton process and prompt for instant top ups. In order to take part in this promoton Orange encouraged mobile engagement. Firstly, consumer had to text “MORE” to a dedicated number to join in the promoton and only afer that top up £15 to receive an extra credit. The advertser ran two spots of the campaign within the loop in order to maxim-ise effectveness especially since it only run for such a short period of tme.The flexibility of both networks enabled for fast turnaround and upload of the campaign creatve to all 1970 digital screens across the country.


Lucozade Alert on forecourt network Forecourt network - a genuinely natonal propositon...

Specialist: Agency: Client: Media:

Kinetic Mediacom Lucozade Alert Forecourt

Over 1660 venues with even geographical spread. Reaching a vast audience who visit regularly for more than just petrol purchase... Over 38 million audience impacts every two weeks, which equates to 18% of the populaton in the same tme period. 44% of consumers visit twice a week or more and 12% visit daily (Lake Research, 2010) Screen placement delivers unrivalled level of notceability... Long-term facetracking research through Quividi delivers average 90% engagement (eyes-on) the screen vs passages past screen (OTS) Which translates to high levels of advertsing recall and proven sales success. Launch of Lucozade Alert variant to tred drivers needing a boost proved successful in forecourt environment where audience, daily motorists, stop at forecourt to ďŹ ll up their cars and treat themselves with other purchases to please their journeys. The campaign was running in forecourt environment for 2 weeks.The product, sold directly by the tll at the point of purchase, achieved a sale uplif of 49%.


Homeserve brings community message to Yorkshire Specialist: Agency: Client: Media:

N/A N/A Homeserve Forecourt and Healthcare

Campaign details Homeserve is the first insurance service provider to adver.se on Forecourt and Healthcare networks. The campaign ran in over 60 forecourt venues and almost 70 healthcare loca.ons across all of Yorkshire, reaching people on the move in their community.Homeserve ran a 2 week count down campaign in Yorkshire only to alert the community to the latest possible date for renewal of the water pipe insurance policy. The campaign ran across both forecourt and healthcare networks communica.ng with all of Yorkshire, and le.ng them know how many days they have got le. to act.The crea.ve execu.on reminds consumers about the importance of water pipe renewal cover for “con.nued peace of mind”. The campaign runs all day, every day for two weeks. A new crea.ve each day counts down the remaining days le. for this service renewal, highligh.ng the importance of this cover. Working alongside other media Additionally, the campaign specifically supports Homeserve’s direct marke.ng ac.vity in the county. It alertsconsumers if they receive a le.er from Homeserve regarding this specific renewal by communica.ng furtherinforma.on about how to get in touch most promptly; via the website or by telephone.The flexibility of the networks allows advertisers to plan e.ec.ve loca.on specific campaigns and reach themost relevant audience.


Specialist: Agency: Client: Media:

Kinetic Mediacom Digital UK Healthcare

Amscreen Healthcare network-communicating with local communities Background The Healthcare network is a compelling way for advertsers to reach a health-conscious, engaged and interested audience with messages about health-related products and services. As well community messages. It reaches communites and local neighbourhoods communicatng with them at the tme when they are happy to fill their waitng tme at the surgeries. Research showed that 82% of people find the informaton on the screen useful while 56% like looking at the screen while waitng for their appointment (Lake Research, February 2010) Campaign details Digital UK ran an awareness campaign communicatng its Helpscheme message in selected Healthcare venues targeted via postcode proximity prior to digital switchover taking place in the area. The creatve executon informs those of 75 or over and their families that “they can provide everything you need to switch one TV to digital”. Lastly the advert shows relevant telephone number which could be called free to receive help or alternatvely visit the Helpscheme website at www.helpscheme.co.uk.


Forecourt digital screens drive sales of Coca-Cola and Coke Zero Specialist: Meridian Outdoor Agency: Mediaedge Client: B&QMedia: Forecourt

Background: Coca-Cola ran a two-week long digital forecourt screen campaign at the start of February to promote 500ml variants of Coca-Cola and Coke Zero.The eye-catching, 10 second long ad encouraged consumers to visit the cokezone.co.uk website to ‘win millions of happy prizes instantly’. It referred consumers to the promotonal packs, showing the 500ml Coke and Coke Zero botles. Results: In an independent test and control EPOS study conducted by Synovate / Litmus, sales of both products combined rose by 36.6% across the two-week campaign.The Synovate / Litmus model is able to take into account other actvity such as instorepromotons by choosing control stores that correlate closely in paterns of sales to the test stores across the preceding months.Therefore the sales uplif is driven by the digital screen advertsing.


Amscreen’s forecourt network proven effective for BWS brands Amscreen’s forecourt network – an additonal channel to market for alcohol brands: High volumes of potental BWS purchasers visit forecourt venues throughout the year. This number

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N/A N/A Campo viejo Forecourt

will only increase through-out the final quarter of the year and into December, as the season of Christmas festvites kicks in, when people tend to spend much more tme out and about, needing the opportunity to grab last minute treats from the most convenient shopping locatons.Delivering 37 million impacts in a fortnight, which equates to unique coverage of 18% of adults, Amscreen’s forecourt network provides a valuable additonal channel to market for brand exposure in front of an audience at a point of significant dwell-tme – in the queue – in a spend-ready environment, promptng impulse purchase and reminding consumers to pick up a litle something to enjoy at home or take to friends’ houses during this most sociable of seasons. 66% of people visit a forecourt locaton at least once a week (source: Lake Market Research March 10), so a two-week campaign provides both the chance to influence purchase immediately, and prompt consideraton for the next visit. Campo Viejo brings a taste of Rioja to forecourt digital screens: Pernod Ricard’s Campo Viejo has brought ‘Tapas tme’ to forecourt screens in a campaign designed to raise awareness of the brand and prompt purchase via forecourt stores. The brightly coloured and engaging creatve runs for four weeks throughout October, publicising both the price promoton and Campo Viejo’s excitng ‘Win a kitchen’ competion.Campo Viejo Customer Marketng Manager Evitavan Aswegen said “We were keen to exploit Amscreen’s forecourt network as it is an interestng new channel to market for us. The network’s planning and buying flexibility gave us the opportunity to run a trial campaign in high-footall and high profile locatons and build the brand’s profile and personality.”


CAMELOT - driving ticket sales in the run-up to Rollovers Specialist: Agency: Client: Media:

Posterscope MPG Camelot Forecourt

Camelot traditonally runs last-minute campaigns in the run-up to a Rollover jackpot, for the Natonal Lotery and for Euromillions, to encourage as many potental millionaires as possible to take the chance to win big. Amscreen’s network of screens in point of sale forecourt locatons provided an excellent opportunity for Camelot to communicate news of enormous upcoming jackpots and build excitement for the draw, in a place where they can act on a purchase prompt. Crucially, the network’s ability for instant upload and removal of advertsing copy supports Camelot’s requirement for a very specific campaign tmescale. To date Camelot has run four campaigns on the forecourt medium. All by necessity have been short-term bookings, as it is only clear when there will be a Rollover at the point of the preceding draw when no winners come forward. All have featured eye-catching and fully-animated creatve executons drawing consumers into Lotery excitement. The first ran throughout Tuesday 10th November and untl 7pm on Wednesday 11th November, when the draw took place. The second was a single day campaign for Euromillions in February. Then, in April, Camelot ran two short-term campaigns in quick succession. The first was for the Double Rollover and the second for the Triple Rollover when no-one won the Double. Camelot’s multple rebookings on the forecourt network demonstrate the partcular role that this point of sale medium provides for the Natonal Lotery in terms of both awareness-raising and tcket sales.


CREME EGG - count down to Easter delivers EPOS uplift Specialist: Agency: Client: Client:

Posterscope PHD Cadbury Forecourt

Background As is traditon, Cadbury’s ran a high-profile campaign for Creme Egg in the run-up to Easter. The campaign ran across a variety of media including digital and standard outdoor locatons, and ran a daily countdown to Easter Day – the end of Creme Egg season – with daily copy changes on all digital sites. Campaign details The flexibility of the forecourt network enabled Creme Egg to go one step further. As well as running the countdown to Easter as per other outdoor sites, forecourt screens ran a fully-animated version featuring a queue of Creme Eggs jostling to be the next to be fired from a cannon onto a Cadbury’s purple wall. The resultng ‘splat’ was formed in the shape of a number showing how many days were lef to Easter. Results EPOS conducted through Synovate/ Litmus showed an increase in value sales of 8.4% in test stores, an exceptonal achievement given that Creme Egg messaging was at saturaton point in the fortnight run-up to Easter, when this campaign played.The forecourt campaign also achieved PR coverage in a number of online digital signage publicatons.


Amscreen’sforecourt network proven effective for BWS brands Specialist: Agency: Client: Media:

N/A N/A Budweiser Forecourt

Budweiser scores with sales uplif on forecourt network Delivering over 38 million impacts in a fortnight, which equates to unique coverage of 18% of adults, Amscreen’s forecourt network provides a valuable additonal channel to market for brand exposure in front of an audience at a point of significantdwell-tme – in the queue – in a spend-ready environment, promptng impulse purchase and reminding consumers topick up a litle something to enjoy in their free tme.66% of people visit a forecourt locaton at least once a week (source: Lake Market Research March 10), so a two-week campaign provides both the chance to influence purchase immediately, and prompt consideraton for the next visit. Budweiser scores with sales uplift: The first beer brand campaign on forecourt network proved to be a significant success.Test and control sales uplif results for Budweiser’s ‘Predict and Win’ digital screen forecourt campaign shows that themedia choice drove a spectacular sales increase of 29.1% for the brand (source: Litmus Aztec).The campaign ran for four weeks in June 2010 in conjuncton with the beer brand’s FIFA World Cup sponsorship, raisingawareness of the ‘Predict and Win’ competion mechanic and prizes as well as driving purchase.


B&Q - proximity postcode matching creates Christmas campaign Specialist: Meridian Outdoor Agency: Mediaedge Client: B&QMedia: Forecourt

Background B&Q wanted to promote their post-Christmas sale in locatons in proximity to their stores throughout the UK. The company also wanted to run specific messages at specific tmes to make them directly relevant to the tming of the Christmas sale launch and duraton. Campaign details Using postcode matching, we identfied the BP Connect stores in proximity to B&Q’s stores; these 82 sites formed the digital advertsing campaign. From March 2010, the forecourt network increased to include MRH locatons, at which point signifi-cantly more advertsing locatons in proximity to the retailer’s stores could be provided. B&Q did not have specific digital Out of Home creatve so we created two bespoke creatve executons to a B&Q outline storyboard using rushes from the TV campaign.The first, which ran from 21st to 23rd December, was to announce the start of the sale on Christmas Eve, along with a ‘15% off everything’ offer. The second, which ran from 27th–31st December, was designed as a call to acton while the sale was on, listng the range of products included, and the discounts available.


Amscreen Case Studies