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
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
The UK advertising is likely to include a television campaign and will
be produced in-house by creative director Paul Leys.