To create a memorable Christmas campaign that cut through the other noise of Christmas in a creative and engaging way.
Christmas is all about giving, sharing and caring. But not at Harvey Nichols the UK’s leading luxury fashion retailer. It’s all about me, me, me. To help our customers out, we invented a new line of products for the festive season. The Sorry I Spent It On Myself Gift Collection. A range of budget presents that we created so people could spend less on others. And more on themselves. The range was available at all Harvey Nichols stores across the UK, as well as online. The commercial shows these gifts being given and the consequences that go with it.
Success of the Campaign
All 26,000 products sold out within three days and Harvey Nichols went on to have one of their best years to date.
Describe how the campaign/entry was launched and executed across each channel in the order of implementation.
Two weeks before launch the range was announced to the public with a print campaign as well as a product range film online. On the launch day we seeded a commercial for the range online, in store and in cinemas. The range was available at all Harvey Nichols stores across the UK, as well as online. And for the truly selfish, we created a free downloadable Christmas card.