Brand Experience and Activation > Campaign
ADAM&EVEDDB, London / HARVEY NICHOLS / 2016
Overview
Credits
CampaignDescription
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.
ClientBriefOrObjective
Overall budget: £500k
Media: £400k
Production: £100k
• Film: £25k
• Photography: £40k
• Studio/design: £25k
• Digital design production: £10k
Execution
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.
Outcome
• 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%
Relevancy
This entry is appropriate for promo & activation as it encouraged consumers to actively engage with the Harvey Nichols brand. By downloading the Harvey Nichols Loyalty App, consumers could immediately redeem points, start enjoying their rewards, and interact with our brand.
Strategy
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.
Synopsis
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 doesn’t just offer points, it gives rewards & constant benefits throughout the year. It was also 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. Given our small budget, we needed to use the limited paid media we had to create something impactful that would get people talking about our campaign and raise awareness that Harvey Nichols now offers a Loyalty app.
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