LoveFilm divides acquisition task


LONDON - LoveFilm, the UK's biggest online DVD and games rental service, has appointed sister digital agencies Quant and Presky Maves to handle its customer acquisition account.

The two agencies have been tasked with boosting membership numbers as well as encouraging existing members to recommend the service to friends and family. The pair will also target former customers who have cancelled their membership. This will be carried out mainly through digital work.

Quant will analyse the LoveFilm database and identify key segments of potential growth, while Presky Maves will develop and implement creative campaigns.

LoveFilm is offering a free trial of its rental service to promote its £3.91 a month subscription option. It is also running competitions with the prize of a Nokia 5800 mobile phone, or a pair of tickets to the UK premiere of the film Race to Witch Mountain.

According to the company, it  has recorded a 40% rise in membership since the recession began in October. It now accounts for 45% of all UK DVD rentals, and has more than 1m members. To celebrate reaching the latter landmark, LoveFilm paid Royal Mail workers on their delivery rounds to dress up as movie characters for one day in January.

LoveFilm is also Europe's leading online DVD subscription service, operating in the UK, Germany, Sweden, Norway and Denmark. The company offers subscribers two levels of service: light-use and unlimited. Customers can choose from more than 65,000 film titles as well
as game rentals for consoles including the PS3, Xbox 360 and Nintendo Wii.


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