| Title | COULD I BE ANY CLEARER |
| Brand | HARVEY NICHOLS |
| Product/Service | CHRISTMAS |
| Category |
A07. Use of Print or Standard Outdoor in a Promotional Campaign |
|
Entrant Company
|
ADAM&EVEDDB London, UNITED KINGDOM
|
|
Advertising Agency
|
ADAM&EVEDDB London, UNITED KINGDOM
|
Credits
| Ben Priest |
Adam/Eveddb |
Executive Creative Director |
| Ben Tollett |
Adam/Eveddb |
Executive Creative Director |
| Emer Stamp |
Adam/Eveddb |
Executive Creative Director |
| Alex Lucas |
Adam/Eveddb |
Creative |
| Jon Farley |
Adam/Eveddb |
Creative |
| Paul Billingsley |
Adam/Eveddb |
Business Director |
| Rebecca Sare |
Adam/Eveddb |
Account Director |
| Katie Gough |
Adam/Eveddb |
Account Manager |
| Caroline Tripp |
Adam/Eveddb |
Senior Creative Producer |
| Kirsty Petrie |
Adam/Eveddb |
Creative Producer |
| Daniel Moorey |
Adam/Eveddb |
Head Of Print |
| Alex Fairman |
Stanley's King Henry |
Designer/Typographer |
| Sam Stabler |
Adam/Eveddb |
Designer/Typographer |
| Michelle Gilson |
Adam/Eveddb |
Planning Director |
The Brief
The challenge for Harvey Nichols at Christmas is being heard when other brands have a much bigger media spend. Therefore, the objective of the campaign was to cut through the more traditional Christmas ads and find a non-traditional way of reaching consumers. The strategy was to infiltrate the humble Christmas card and use it as a not-so-subtle way of telling friends and family what present they wanted.
Campaign Success
The Christmas cards are a traditional and previously sacred part of Christmas. They were the perfect way to deliver our cheeky sales message to unsuspecting recipients.
The Campaign was launched with a teaser film and then the actual film a week prior to the cards going on sale. Posters and in-store advertising were then used to alert shoppers that the cards we’re available to buy. Online advertising was used to drive people to the card generator on the Harvey Nichols Website. The campaign ran as planned.
Describe the success of the promotion with both client and consumer including some quantifiable results
Average 0.05% click through rate on digital banners (industry standard is 0.01%)
3,000 ‘Could I Be Any Clearer’ Christmas card collection boxes sold (included x6 different cards and envelopes)
Over 6,000 page and post likes on Facebook
Viral received a total of 781,339 views
Total viral + teaser views: 791,816
ROI of sponsored teaser film posts on Facebook: £11.82 (frequent customers that were targeted delivered an ROI of £88!)
ROI of sponsored film posts on Facebook: £2.75 (frequent customers that were targeted delivered an ROI of £47!)
Explain why the method of promotion was most relevant to the product or service
The entry is appropriate for promo & activation as it requires users to immediately respond by making or buying their own Christmas card.
Our ‘Could I be any clearer’ Christmas cards were printed and sold in stores allowing customers to buy them there and then. There was also an online card generator where users could create their own bespoke cards and share them on social media. Once shared the cards contained a link that the recipient could click on to take them straight to the item on the Harvey Nichols website.