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Press Release


Rude Elf helps find lowest priced Christmas gifts

Rude Elf helps find lowest priced Christmas gifts, the UK’s most comprehensive and impartial price comparison site, has launched a digital campaign to help consumers find the best price on gifts this Christmas.

digitaltmw, the digital arm of top integrated agency Tullo Marshall Warren (TMW), has created a character called Rude Elf ( who is championing the cause for people to stop putting up with lacklustre Christmas presents and ask for what they really want to receive, while helping consumers find the lowest price with PriceRunner.

digitaltmw has developed the campaign based on the insight that Christmas presents don’t often live up to expectations.  A quirky and humourous viral character, Rude Elf, who is puny in stature but isn’t afraid to live up to his name, will tell consumers’ friends and family exactly what they want as a gift in his own abrupt and ‘sarcastic‘ way.  The viral will be seeded on online forums, networks, groups and banner advertising will appear on PriceRunner’s website and various other sites.

Separately, to encourage more users to sign up to a prize draw has been launched which enables consumers to win the cash value of whatever product they search for, which will be promoted via a CRM programme.

This activity is part of a wider multi-channel advertising and marketing campaign to increase brand awareness, the number of registered users, boost customer acquisition and retention to the PriceRunner website during the festive period.

Mark Harrison, Account Supervisor at digitaltmw, explains: “The team had a lot of fun developing the character for this exciting campaign.  Rude Elf has found his niche acting as middleman for the irreverent banter between friends and loved ones as he convinces them not to buy the usual Christmas gift but visit the PriceRunner site for the right product at the lowest price.”

He continues, “We also hope that the prize draw banners, viral and emails will significantly boost traffic and revenue, and we will be using the data to improve the eCRM strategy over the coming months, that will continue to engage with consumers in order to strengthen loyalty.”

Gary Goodman, Marketing Director at, adds: “We love the viral creative concept. It is simple, visually eye-catching and will hopefully encourage customers to engage with Rude Elf as he helps them shop for Christmas gifts at the lowest prices. We are confident the campaign will not only drive awareness among our existing and potential customers but we will see a growth in registered customers, proving that we offer a truly impartial price comparison service.”

Media contact:
Mark Harrison at digitaltmw. Tel: 0207 349 4000
Lorna Webley at Loudmouth PR. Tel: 01494 472226


Lisa Hancox, European PR Manager, 0208 7855835,
Celia Dixon, UK PR Executive, 0208 7855849, .

Notes to the Editor
About digitaltmw

digitaltmw, the digital arm of leading integrated agency Tullo Marshall Warren (TMW), is one of the UK’s top  digital agencies. Established seven years ago to bring together insightful creativity with proven technology solutions, digitaltmw exists to develop clients’ internet and e-business strategies in addition to providing a seamless digital solution to integrated projects. It services its own clients – Arriva Trains, L’Oreal and Coca-Cola Enterprises - as well as those of TMW; such as Birds Eye, Unilever and Nissan. 

digitaltmw has won several industry awards including Direct Response Connect Awards 2007: Best use of emerging digital channel in a CRM campaign – Diageo/Guinness and Best use of email in a CRM campaign – Diageo/Guinness. It is also a member of the Internet Advertising Bureau (IAB) and the British Interactive Media Association (BIMA).

About PriceRunner (ValueClick, Inc.) is owned by ValueClick, Inc., one of the world’s largest integrated online marketing companies. Through its individual brands, ValueClick offers comprehensive and scalable solutions that deliver cost-effective customer acquisition for advertisers and revenue for publishers. ValueClick provides advertisers and publishers with performance-based solutions through all online marketing channels. Brand offerings include: – the UK’s most comprehensive and impartial price comparison website; vcmedia - online advertising network and ad sales for advertisers and publishers; Commission Junction - affiliate marketing Mediaplex - intelligent technology for digital marketing, including adserving, email marketing and paid search bid management.

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