Volcano Advertising recently developed a new brand identity for Nu Metro Home Entertainment's back catalogue titles with the creation of the Red Star DVD Sale.
The Red Star DVD Sale utilises the 'Star', the most relevant and recognisable marketing symbol in the movie industry, to communicate Nu Metro Home Entertainment's offering of the widest galaxy of star-studded DVD's at affordable sale prices.
"This brand identity aims to drive sales volumes of selected titles at a reduced price and secures Nu Metro Home Entertainment brand dominance in terms of both mind and shelf space. The launch was supported by high impact POP, promotional activities, television and radio," comments Terri-Leigh Blomeyer of Volcano Advertising.
Volcano Advertising commissioned BrandScan Research, a consumer/trade insights division of Volcano Advertising, to gather insight into the effectiveness of the Red Star DVD Sale. Research showed that the brand was viewed favourably across both consumer and trade.
"Volcano Advertising has successfully created a recognisable and credible brand footprint for New Metro Home Entertainment. The Red Star DVD Sale reflects our core essence of providing retailers and consumers with the biggest stars at the best prices," concludes Shannon Harley, Marketing Manager, Nu Metro Home Entertainment.