Letsbuyit.com in pounds 30m European ad push for sales

Letsbuyit.com, the internet-based buying co-operative which goes live in the UK this week, is gearing up for a pounds 30m ad push across Europe.

Letsbuyit.com, the internet-based buying co-operative which goes

live in the UK this week, is gearing up for a pounds 30m ad push across

Europe.



It has appointed D’Arcy’s below-the-line arm, IMP, to handle direct

marketing for the UK launch, working with an in-house team which will

create a television campaign.



The Letsbuyit site offers savings of about 30% on goods ranging from

televisions to sports bags, and Christmas trees to cameras. The firm has

5000 products on its Swedish site but plans to launch British and German

sites with 80-100 items.



IMP will be responsible for direct marketing to Letsbuyit’s ’members’ -

the consumers who register with the site and then band together to get

discounts from manufacturers through buying in bulk.



It will send members e-mail alerts on products that other members are

interested in. Members can choose the frequency of this contact.



IMP has been working on a consultancy basis since March, when parent

group D’Arcy was appointed to launch the Letsbuyit site in its first

market, Sweden.



The UK advertising is likely to include a television campaign and will

be produced in-house by creative director Paul Leys.



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