To create a memorable Christmas campaign that cut through the other noise of Christmas in a creative and engaging way.
Describe how the promotion developed from concept to implementation
The strategy was to turn conventional wisdom on its head and celebrate the joys of total and utter selfishness at Christmas. Not only that, but to actively help consumers to spend less on the ones they love and more on themselves. After all, a little something for them means a much bigger something for yourself.
Describe the success of the promotion with both client and consumer including some quantifiable results
The ‘Sorry I Spent It On Myself’ products sold out within a week, and were being traded on eBay shortly after. The Mail Online, the world’s most visited newspaper website with over 11 million daily visitors, ran a story about the SISIOM range on its front page – just one of the many publishers to run with the story. And the viral film amassed almost half a million hits.
Explain why the method of promotion was most relevant to the product or service
We created a bespoke collection of extraordinarily cheap and underwhelming gifts that could be bought in Harvey Nichols stores and online. These gifts included gravel, sink plugs, Christmas lunch in a tin, toothpicks etc. We named it the ‘Sorry, I Spent it On Myself Gift Collection’ and encouraged people to buy them as presents so that they could then spend more of their hard-earned money on themselves. Key bloggers and journalists were invited to a launch event in-store where they received their own unique SISIOM gift boxes and were encouraged to spread the word. A tongue-in-cheek film was leaked online and soon went viral - #spentitonmyself was trending as shoppers gleefully shared their stories of utter selfishness.