iQdoU?” For weeks, these five simple letters have been plaguing the minds of millions thanks to a series of billboards in New York, Los Angeles and Philadelphia, as well as an online teaser campaign. The billboards featured nothing more than the phrase “iQdoU?” and have had many pondering the question. Today, the answer was revealed.
Unveiling its first national marketing and advertising campaign in its 21- year history, QVC revealed that it was the instigator behind the messaging with a series of national newspaper, magazine and television ads that showcase the company’s new catchphrase “iQdoU?” The question quite literally means “I shop QVC, do you?”
This unique phrase is the catalyst behind the company’s new branding campaign that kicked off September 4 with the “iQdoU?” billboard teaser campaign on 42nd Street in New York City, Sunset Boulevard in Los Angeles and I-95 in Philadelphia.
QVC’s total, integrated marketing campaign – driven by its customers – starts today with advertising spots airing on national broadcast and cable television. Its first commercial, “Voices,” represents QVC’s diversity of personalities, featuring 30 customers, vendors and celebrities, including Heidi Klum, Mally Roncal, Carson Kressley, Bradley Bayou and Paula Deen – among others. Created in-house by the company, the commercial was innovatively edited, offering a unique, interesting and consistent style. QVC’s second national commercial, “Because,” will begin airing in early October.
“QVC customers are smart, savvy shoppers. They know quality products and expect first-rate customer service. With this campaign, we will tap into the excitement and feeling that our customers experience when shopping with QVC, while showcasing all that QVC has to offer potential customers who share this passion for shopping,” said QVC President and Chief Executive Officer Mike George.
The multi-tiered campaign will also include print ads in national magazines and regional newspapers, including a breakthrough buzz campaign in QVC’s hometown publication, The Philadelphia Inquirer. Online advertising, viral, buzz and direct mail components will also be introduced throughout the fourth quarter of 2007 and into 2008, particularly as holiday shopping gets under way. All creative will highlight QVC as a social shopping experience, offering its customers unique products and the experience around them.
The company’s new logo was also revealed as part of its national brand launch, marking its first logo change in 14 years. The “Q” is representative of the shorthand that was coined by the QVC customer to define the brand. Formed as a ribbon into the shape of the letter, the new logo suggests the feeling of a package that is being opened. Inside the “ribbon Q” are the letters “QVC.”
“This campaign has been 21 years in the making. It’s a long-term, ground- up strategic investment. And, it’s in synch with who we are as a brand,” said QVC Chief Marketing Officer Jeff Charney. “We’re not reinventing the wheel here – quality and value will never go out of style. We’re just making sure that everyone knows the wheel exists.”
The brand launch is one of several initiatives the company is undertaking to continue the evolution from a TV shopping channel into one of the world’s leading multimedia retailers. In the coming weeks, QVC has plans to unveil a new social shopping experience through a Web site redesign, which will bring imagery and design to a new level, while enhancing video assets and online content. Additionally, earlier this year, QVC accomplished one of the largest technological transitions in the history of broadcasting by switching over to a digital format while on-air live. The company has added new leadership brands to its lineup, including Bobbi Brown, Dana Buchman, Carson Kressley, Heidi Klum, Anthony Nak, Tacori, Origins and Frederic Fekkai. This season, QVC also became the official television retailer for the National Football League.