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Challenge

Shop Direct brand Very had seen the growing interest in Black Friday in 2013 and all their research suggested it would blow up in 2014.

The internal creative teams came to Magnafi to work with them on the concept and deliver the production for a huge integrated TV campaign so that no one was left in any doubt who owned Black Friday in the UK. In order to beat their rivals to the punch, Very needed to be bold and be everywhere.

 

What we did

Alongside a number of broadcast TV versions, Magnafi created a suite of moving image assets to work across VOD and online display.

The creative evolved over 36 hours prior to Black Friday and then during the day to build anticipation for new offers that will be coming online throughout Black Friday.

The production lasted 3 weeks including R&D time and used RealFlow and NukeX to create the thick, shiny black liquid which quickly engulfs the brand’s famous pink background.

 

 

 

Impact

Between 8 and 9am on Black Friday, Very.co.uk were taking 8 orders a second to post a 134% YOY rise in sales.

The success of the campaign has shifted the landscape of the Christmas retail period in the UK. Very plan to extend their Black Friday campaign to 2 weeks from 1 week in 2015.

 

At MAGNAFI we work with brands to ensure they reach relevant audiences with engaging and entertaining content. Contact us today to see how we can transform your business.