National TV, radio and online campaigns aim to grow Pigsback.com to more than 1 million UK members by the end of 2007

‘You get more back with Pigsback.com’ message supports new brand positioning.

In a drive to build brand awareness, increase traffic and encourage sign-up to the site, Pigsback.com has appointed advertising and design agency, hôme, to develop and implement a twelve month rebranding, advertising and marketing campaign. hôme will be working alongside Pigsback.com’s existing media planning and buying agency Feather Brooksbank.

Jo Malvern, Pigsback.com marketing director, explains the strategy behind the substantial investment in marketing: “Our first 18 months in the UK market have demonstrated the appeal of the Pigsback.com model amongst consumer and brands alike. The challenge now is to take this to the next level in terms of audience reach. After extensive research in both the UK and Ireland, we feel we now have a strong platform on which to grow. “You get more back with Pigsback.com” clearly articulates the unique benefits of Pigsback.com and fits perfectly with our existing brand values and personality.

“Moreover, the planned intensive national and regional advertising campaign across traditional and online media is aimed at ensuring Pigsback.com becomes a household name.”

Pigsback.com’s brand strategy was created following extensive research and internal strategy development. hôme then pitched against an Irish agency for the project to establish a strong and uniform brand identity throughout the UK and Ireland.

Rich Marson, director for hôme comments: "We have used the loveable Pigsback.com mascot, Curly the pig, as the main focus of the campaign as we felt he will connect the brand with a much wider audience as well as its existing base of loyal customers. The strapline ‘You get more back with Pigsback.com’, has been devised to communicate Pigsback.com’s proposition and presents a positive brand image and emphasises benefits to both members and brand partners."

Malvern continues: “The major investment in the rebrand and focused campaign strategy is designed to educate consumers to the benefits of being a member of Pigsback.com.”

An aggressive media campaign

The targeted campaign, developed and planned by Feather Brooksbank, will incorporate both above and below the line activity on both a national and regional level. The brief, which aims to raise Pigsback.com’s national profile and drive traffic to the site, includes TV sponsorship, radio and press advertising, online search activity and high impact on-the-streets field marketing to support the regional targeting.

The TV campaign breaks on 30th October with sponsorship of Tripping Over, the new Mike Bullen drama to be shown on both Channel Five and their new digital platform, Five Life.

According to Rachel Wilson, account manager at Feather Brooksbank: “The target audience for Five Life and Pigsback.com is a great match. By sponsoring Tripping Over, the brand will appear on Five as well as being part of the new channel launch.”

Following the £2.5m backing from Hotbed, the private investor network, announced this week, Pigback.com’s intensive marketing drive will aim to achieve 1 million UK members by the end of 2007.

Having already proven itself as a successful business model in the Irish market - founded in 2000 Pigsback.com is the sixth largest Irish consumer website - the company launched in the UK in June of last year and already has close to half a million UK members to date.


ends/

Editor’s notes

About Pigsback.com

Pigsback.com is a reward-based consumer site, which has become the sixth biggest in Ireland, and has won both digital and marketing awards. The company creates successful consumers and brand partnerships: where consumers are rewarded and brands are able to reach carefully targeted audiences.

The core values of the company are based on Empathy Marketing® principles, which are: permission-based; relevance; edge; mix of hard and soft messaging; frequency of communications; messages, not adverts; and development, not technology.

This concept redefines the relationship between the brand and the consumer through trust, reward, feedback and fun - mainly in the lifestyle and entertainment arenas.

The Pigsback.com website specialises in providing a unique marketing service in which brand messages are welcome to the target consumers, which is primarily females, aged 25-35 and in the B/C1 demographic. Its skilled team balances marketing and communications with a strong understanding of technologies and business processes. Furthermore, the company is committed to providing a quality service that is mutually beneficial to brands and consumers alike.

Current brand partners include Ebay, Blockbuster, UGC Cinemas, CD WOW!, Figleaves, Virgin Wines and toptable.co.uk.

www.pigsback.com


Contact:

Charley Hayes
immediate future Ltd
0845 408 2031
pressoffice@immediatefuture.co.uk

Published on: 12:00AM on 30th October 2006