NEW MEDIA: Beenz.com hires Lowe for direct push

Online loyalty brand Beenz.com has hired Lowe Direct for a dollars 10m (pounds 6.25m) direct marketing push in the US and UK for new sign-ups to the incentive scheme.

Online loyalty brand Beenz.com has hired Lowe Direct for a dollars

10m (pounds 6.25m) direct marketing push in the US and UK for new

sign-ups to the incentive scheme.



Beenz.com launched less than three months ago as a dedicated online

brand offering users credits, or Beenz, for shopping online or

performing particular activities on the web. These credits can be

exchanged for goods at sites which have signed up to the scheme.



The new advertising campaign will mainly target consumers, although

there will also be a highly targeted DM campaign aimed at potential

traders, beginning in July.



The consumer campaign is expected to kick off toward the end of

August.



It is expected that between 30% and 50% of the total budget will be

spent on online media, although the final amount has yet to be decided.

Online planning and buying will be handled by Western International

Media.



Marketing spend will be weighted toward the US market. Lowe Direct in

London will work as the lead strategic agency, with New York-based

sister agency, Lowe Fox Pavlika, implementing strategy for the US

campaign.



Lowe will work with Twelve Stars Communications, the brand strategy

outfit which helped create the Beenz brand.



Beenz says it has signed up around 150 traders, including Sony

FriendFactory, Sporting Life and PC Flowers.



Last week the firm announced a marketing agreement with DoubleClick,

which will see the ad sales house encourage its roster of sites to

distribute Beenz and promote the currency across its network.



Beenz said it expects to name a number of companies in the entertainment

and travel sectors which will sign up to the scheme in the next few

weeks.



’From the start we wanted to be a global brand. For that, we needed a

global agency with experience of direct marketing. We want to create an

image of Beenz as a lifestyle brand and help popularise e-commerce,’

said Nicolas de Santis, chief marketing officer for Beenz.com.



Ian Taylor, managing partner of Lowe Direct, said: ’There will be two

angles to the campaign: making Beenz attractive to potential traders and

stimulating consumer interest.’



He added: ’We’re beefing up our expertise in the whole area of digital

marketing. In terms of importance it’s high on the agenda.’



The web address for beenz is www.beenz.com.



Discussion

Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Brand Republic Jobs

subscribe now

Latest

John Lewis walks consumers through its history to celebrate 150 years of business
Waitrose boosts content strategy with 'Weekend Kitchen with Waitrose' C4 tie-up
Hottest virals: Cute puppies star in Pedigree ad, plus Idris Elba and Fruyo
Amnesty International burns candles to illuminate new hope
Toyota achieves the impossible by calming angry Roman drivers
Tom of Finland's 'homoerotic' drawings made into stamps
YouTube reveals user habits to appeal to 'older' marketers
Ex-M&S marketing chief Steven Sharp consulting at WPP
Wolff Olins reveals new CEO after Apple poaches Karl Heiselman
Glasgow offers £30,000 prize to best digital idea for 2014 Commonwealth Games
Google's revenues surge but shares drop as it grapples with transition to mobile
Facebook beats Twitter to most 'marketing friendly' social media site crown, says DMA
Fableists believe children like Finn should be outdoors enjoying life
Homebase, Baileys and Camelot join the line-up at Media360
MasterCard renews Rugby World Cup sponsorship to push cashless message
Lynx unleashes £9m 'Peace invasion' campaign
Social Brands 100 Youth: Pizza Hut most social youth brand in UK
Cheryl Cole is wild and arresting in new L'Oreal work
Morrisons told not to show alcohol ads during YouTube nursery rhymes
O2 head of brand Shadi Halliwell departs after 23 years at company in restructure
Tesco hit by further sales decline as it turns to digital Clubcard and social network
Branding guru Wally Olins dies aged 83
Duracell short film captures epic Transatlantic voyage
Ash runs Tinder experiment to show smokers are less desirable to opposite sex
British Airways teams up with Gerry Cottle Jnr for summer of rooftop film screenings
Arklu says 'girls can be superheroes too' with doll design competition
Coke enters squash market with Oasis Mighty Drops
Virgin Galactic signs up Land Rover as space flight sponsor
Motorola marketer Andrew Morley departs as Google gears up for sale to Lenovo
US Airways apologises after tweeting obscene image at a customer