HSN will launch the largest
customer acquisition campaign in its 31-year history on June 28, attempting to lure new consumers with the promise of prizes ranging from a Cadillac to parties with the personalities who tout their products on the home-shopping network.
William Lynch, executive vice president for marketing, called the promotional effort an extension of the redesign and rebranding of the channel and Web site instituted last July to celebrate HSN's 30th anniversary.
While HSN is a retailer, it also wants to be thought of as a lifestyle channel, according to Lynch.
To that end, the upcoming campaign, themed “Come on in,” will feature commercials starring HSN sales stars, such as Emeril Lagasse, Iman, Colin Cowie and designer and Oprah favorite Nate Berkus.
“We have great personalities and we want to invest in exposing them,” he said.
The spots, designed in-house, include a call to action to consumers to “enter HSN's world” by viewing the channel or logging onto its Web site to enter a sweepstakes or try an instant win game for prizes including a $10,000 HSN gift card or a 10% discount on their intended purchase or free shipping and handling.
The fast-paced spots feature a single by recording artist Toby Lightman. Lynch said campaign music has proved popular in the past with viewers, so Lightman will get a sales segment herself on the channel in order to sell her CD.
The biggest draw to the promotion may be the sweepstakes. Each of seven prize packages features a “once in a lifetime” experience linked with HSN stars, such as a $10,000 ring designed for a winner by designer Jean Dousset; a trip to New Orleans for a meal cooked by Emeril Lagasse in one of his restaurants with the chef also joining the winners to eat; or a room make-over consultation in New York and $5,000 worth of merchandise from Nate Berkus.
The grand prize, a 2008 Cadillac CTS, will be presented by “Huggable Hanger” queen Joy Mangano on July 31.
HSN will run the promotional spots during high-profile events, so it has bought spots across NBC Universal Cable networks to run during coverage of this summer's Olympic Games from Beijing.
Buys have also been made in targeted broadcast syndication shows such as Access Hollywood.
The channel will leverage a strategic partnership it has with publishers Condé Nast and Hachette Filipacchi, placing ads in such titles as Allure, Gourmet and Lucky.