HMV asked FRUKT to develop a shortlist of mobile propositions to reposition the brand as an innovator in music, provide a new dimension to music retail and be quick to market.
SOLUTION:
Series of internal creative workshops to identify opportunities and scope ideas. A process of evaluation and research reduced the initial shortlist of 50 to 15. These were refined at further workshops with HMV and agencies, facilitated by FRUKT. Three key ideas were presented to Simon Fox, HMV CEO, with instore bluetooth content selected as a concept to trial. FRUKT then helped HMV refine the concept by scoping content requirements, defining the consumer experience and securing a suitable delivery partner (Bright Group).
RESULTS:
The concept of selling music videos via bluetooth consoles instore was announced and trialed in key stores in 2008 in partnership with Universal Records.
