2010 Australian Business Award for Marketing Excellence awarded to Civic Video for its video hire franchises

Civic Video has been awarded the 2010 Australian Business Award for Marketing Excellence in the Video and Electronic Media Rental Industry for a campaign rolled out across its network of video hire franchises.

Conducted annually, the Australian Business Awards recognise the success, innovation and ethics of Australian companies and organisations across all industry sectors.

Angela Borrelli submitted the entry, and was thrilled with the results, crediting franchisees with the company’s success.

“It was the franchisees who made it happen, working together to promote our end of year campaign to customers and creating theatre in the stores,” she says.

Civic Video won the award for its ‘Roll Out The Red’ campaign, a promotion that was designed to link with customer perceptions of a red carpet event.

This concept was replicated nationally across the network of video hire franchises. Customers were offered incentives to revisit the stores with rental vouchers, and had the chance to win a trip to LA during the Academy Awards, where they would attend a star studded Hollywood party.

Linking red carpet movie events to customers at the video hire franchises was key to the success of the campaign, with each outlet recreating the special event.

Management and staff were enthusiastic, organising dress ups in red carpet glam to launch the event in November 2009.

Red carpets greeted customers as they entered Civic Video retail franchises, and store themes that included banners, table skirting and posters enhanced the message.

The overall strategy of the campaign was to increase store visitation frequency and increase membership numbers at the video hire franchises, recognising the regular patronage of customers with discounts over the busy pre-Christmas period, right up until the end of the January school holidays.