Background
iTunes and Sainsbury's worked on a joint initiative to promote the iTunes gift card across the Sainsbury's store network. We were briefed to produce a jointly branded in-store leaflet promoting iTunes which would be situated at the point of purchase.
Objectives
1. To educate Sainsbury’s customers who are new to digital music about how easy it is to download music and use the iTunes store
2. To promote the iTunes gift card and make it clear they are available in Sainsbury’s stores for purchase
Solution
People in a queue are a captive audience but there is only a small window of opportunity to attract their attention. In this case when they’ve unloaded their trollies and are waiting for their turn to pay. We wanted to produce something that was eye-catching so we used an image on the front cover which is synonymous with iTunes and a clear concise headline.
The content is not text heavy, the copy is directional and straight to the point. The images bring the piece to life but also serve a purpose in showing how easy it is to navigate and use iTunes. We took two very different brands and successfully produced a piece of work which sits comfortably within their own marketing communications portfolio.
