Everyone loves a freebie – the problem for Harvey Nichols is that shoplifters take this literally on a daily basis in their stores. In true Harvey Nichols style, we did the unthinkable and took real footage of people stealing from their stores and used it to draw attention to the fact that there’s now a better way to get a freebie.

We pre-launched our ‘Shoplifters’ campaign with a 15’’ teaser film on Harvey Nichols’ owned channels. This film showed a snippet of CCTV footage from one of its stores showing a real shoplifter caught in the act. This was quickly followed by the full launch of all campaign elements within a 10 day period. We launched with our 90’’ full length film online film, 60’’ cinema, 30’’ pre roll, a press campaign including placements in key fashion publications, OOH in the form of both Digital Escalator Panels and sites across the country. On the campaign launch day we secured a page 3 exclusive with the London Evening Standard and coverage on ITV news at 10, the UK’s biggest national TV news programme. The campaign was carried through the line as well with ‘shoplifters’ themed POS instore. All collateral carried the endline, ‘Love Freebies? Get them legally’.

• Over 170 million media impressions.

• Over 3 million video views.

• Featured on the ITV News at 10, the UK’s biggest national

• TV news programme.

• 6 month download target exceeded by 50%

This campaign was created to launch Harvey Nichol’s new loyalty scheme - The Rewards App. We pre-launched our ‘Shoplifters’ campaign with a 15’’ teaser film on Harvey Nichols’ owned channels. This film showed a snippet of CCTV footage from one of its stores showing a real shoplifter caught in the act. This was quickly followed by the full launch of all campaign elements. We released 90’’ full length film, a 30’’ pre roll, a press campaign and OOH in the form of both Digital Escalator Panels and sites across the country. The campaign was carried completely through the line where we showcased ‘shoplifters’ themed POS instore. All elements of the campaign carried the endline, ‘Love Freebies? Get them legally’.

Our competitors’ loyalty schemes were all well-established and followed a very predictable ‘points means prizes’ format. Harvey Nichols were late-to-market so we needed a strategy that would differentiate their loyalty offering.

We were talking to male and female luxe shoppers, early 30’s. All collateral included a CTA encouraging people to download the rewards app via the app or android stores. Data gathering was at the heart of the campaign – everyone who signed up had to share their personal data and shopping preferences, which meant we could subsequently target them with highly relevant personalized content.

The business had adopted a new brand positioning of helping customers to be fearlessly stylish, and this brief was a huge opportunity to show that Harvey Nichols is changing. One of the ways they delivered this promise was to launch Rewards by Harvey Nichols. Unlike other loyalty schemes Harvey Nichols don’t just offer points = cash back. They give rewards & constant benefits, and were the first ever loyalty scheme to exist only as an app. Our target audience of male and female luxe shoppers, whilst being cash rich are time poor, so we really needed to provoke to get noticed. We used the rewards & benefits that are given to Rewards customers to lead a campaign that would really stand out and get noticed. We know that everyone loves free stuff - It doesn’t matter how small the prize or how big your pay packet. Up until now, there’s only been one way to get your hands on freebies from Harvey Nichols – shoplifting. The problem is, that tends to end badly for shoplifters. We wanted to show people how there’s a better way to get their hands on freebies – Download our ‘Rewards by Harvey Nichols’ app.