We did this - HMV
How do you get people to pay for something they’ve been getting free? You make it worth their while.
As the world started to come round to the idea that buying music online might not be such a bad idea, HMV prepared to seize a huge share of the market.
We worked with Microsoft to create a new digital download service that would give customers exactly what they wanted: something easy to use and easy to pay for, with a huge range of music and ready access to help should they need it. Something that would feel a lot like the friendly, dynamic HMV outlets we’ve all walked into. Just nine months after they engaged us, we delivered it.