Connectus, the global online marketing technology group has been appointed by Guardian Unlimited to run an online voucher campaign for their client Dixons.

The four-week campaign took place in November and used Connectus’ unique voucher generation application, Footprint (http://www.footprintcs.com), to drive footfall in Dixons stores. Footprint is an Internet coupon service that enables brands and retailers to cost-effectively encourage targeted consumers to redeem against a promotion in-store. As each coupon is dynamically generated, all in-store redemption activity can be fully monitored on an individual level.

The main objectives of the campaign were to provide proof of concept for online vouchers, drive footfall and sales for Dixons, provide data capture for future campaigns and to enrich Dixons’ database.

The voucher application is part of the Guardian Unlimited ‘Guide to digital cameras and photography’ microsite (http://www.guardian.co.uk/dixons). This provides co-branded content to educate and engage users through special offers, interactive quizzes, competitions, and advice on professional techniques and how to take great photos.

As well as using Connectus’ voucher generation application, Connectus has been appointed for database hosting and generation, full campaign tracking and reporting and liaising with the Guardian team, who will also drive traffic to the ‘Guide to digital cameras and photography’ microsite through print advertisements in the Guardian and Observer newspapers.

Byron Pollitt, Business Development Manager, Connectus, comments: “This is the first time this type of online voucher technology has been used by a major publisher to drive footfall, so should provide an in-depth insight into how an online activity can increase footfall and sales.”

Adam Freeman, Head of Commercial Development for Guardian Unlimited, comments: “We are really impressed by Connectus’ Footprint product. Not only is it an effective sales promotion tool and in-store footfall generator, but with the results driven focus and monitoring at all stages, we are also able to undertake clear ROI analysis.”
The campaign was devised and executed by Dixons Stores Group International’s media agency Walker Media, bringing together Connectus, Dixons and Guardian Unlimited. Richard Evans, Senior Planner / Buyer at Walker Media comments: “This was a very exciting and innovative project – it’s great to be co-ordinating such an initiative and we have been very encouraged by the results so far.”

For more information on Connectus Direct please visit http://www.connectusdirect.com

For more information and visuals, please contact Jess Terrell at Haygarth PR on 02089713300 or email jessica.t@haygarth.co.uk

NOTES TO EDITORS

Footprint Coupon Systems have been developed by Connectus Direct. Footprint is an Internet coupon service that enables brands and retailers to cost-effectively encourage targeted consumers to redeem against a promotion in-store

About Connectus:
Connectus was founded in 2001 and provides online marketing technologies and services to many of the world’s largest brands and advertising and marketing agencies.
Connectus provides the industry’s most comprehensive and integrated suite of online marketing tools, together with methodologies and services designed to deliver immediate and measurable improvements in marketing performance.
Dialogue provides the technology to segment and manage customer data and deploy and track online marketing campaigns. Quantify includes tools and services to measure and optimize the results of online and offline marketing budgets and programs.
Connectus is a global company with over 100 employees and full-service offices in London, New York, Toronto, Seattle and Vancouver. Connectus' direct and agency client list includes EMAP, Polaroid, FCB, Agency.com, Critical Mass and many others in the automotive, financial services, aviation, retail, packaged goods, healthcare, government and IT sectors.

Please visit www.connectusdirect.com

Published on: 12:00AM on 8th December 2005