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, all within a 10 day period. We launched with our 90’’ full length film online and 60’’ in cinema, 30’’ pre roll, a press campaign including placements in key fashion publications, Digital Escalator Panels and OOH 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’ and the CTA to download the app.

• 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%