QVC Launching First Nat'l Ad Campaign- iQdoU?

QVC is launching its first National Consumer Campaign in its 21 year history. iQdoU, a cryptic message meaning I Shop QVC do You? is the main theme of a campaign of a redesigned logo billboards and TV spots. The company also redesigned their website to include more social networking.

QVC joins eBay in launching Fall Marketing campaigns, as initial consumers age, and the companies attempt to attract new buyers to the dated formats. QVC in its hey day was the shopping channel on Cable, prior to ecommerce sites. eBay was the original "swap meet Auction Site" where buyers could get great values, and sellers could sell their items at premium prices, but over the years, eBay has literally flattened the market for goods in such markets as collectibles, jewelry to name two.

http://www.multichannel.com/article/CA6481099.html

Comments

[Myles]

Another interesting part of this campaign is their bid to own the letter "Q" as part of their overall consumer brand. Not unlike what Oprah Winfrey did with "O magazine". It will be interesting to see if people actually change the way they refer to QVC - by just saying "Q" instead.

[ePlay.com]

Miles, I don't think that QVC has a young enough, and loyal enough audience that they will be able to "brand" the letter Q as synoymous with QVC. Remember their core audience is getting older, and dying off. The internet has sequed into the shopping venue for many of society now. At first QVC and HSN were a novelty, but now- they are basically one of many channels selling stuff on TV.

Thanks for your comment
RC