Harvey Nichols: Shoplifters

Credits & Description:

Client: Harvey Nichols
Product: Loyalty App
Entrant: Adam&Eveddb London, United Kingdom
Title: Shoplifters
Product/Service: Loyalty App
Entrant Company: Adam&Eveddb London, United Kingdom
Advertising Agency: Adam&Eveddb London, United Kingdom
Media Agency: Zenithoptimedia London, United Kingdom
Production Company: Blink Productions London, United Kingdom
Chief Creative Officer: Ben Priest (Adam/Eveddb)
Executive Creative Director: Ben Tollett (Adam/Eveddb)
Executive Creative Director: Richard Brim (Adam/Eveddb)
Creative: Ben Stilitz (Adam/Eveddb)
Creative: Colin Booth (Adam/Eveddb)
Business Director: Paul Billingsley (Adam/Eveddb)
Account Director: Brittany Lippett (Adam/Eveddb)
Account Manager: Katie Gough (Adam/Eveddb)
Agency Producer: Louise Richardson (Adam/Eveddb)
Planning Director: Michelle Gilson (Adam/Eveddb)
Director: Layzell Bros (Blink)
Producer: Maiwenn Le Borgne/Bart Yates (Blink)
Editor: Annie Perri (Work Post)
Audio Post Production: Audio Post Production (Wave)
The Brief
The creative insight was based on the truth that everyone loves a freebie. The objective for the campaign was to highlight that, up until now, the only way to get your hands on a freebie from Harvey Nichols was by shoplifting. The challenge for Harvey Nichols is being heard when other brands have larger media budgets. Our strategy was to use the limited paid media to get people talking about our campaign and raise awareness that Harvey Nichols now offers a Loyalty app. The campaign was executed fully through the line with consistent messaging: ‘Love Freebies? Get them legally.’
Campaign Success
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. We released 90’’ full length film, a 30’’ pre roll, a press campaign and OOH in the form of both Digital Escalator Panels and sites in Harvey Nichols stores across the country. The campaign was carried through the line as well with ‘shoplifters’ themed POS instore. All elements of the campaign carried the endline, ‘Love Freebies? Get them legally’.
Describe the success of the promotion with both client and consumer including some quantifiable results
Following the campaign launch we saw 120% spike in downloads
Two months after campaign launch we are over half way to our year one target for active users
Explain why the method of promotion was most relevant to the product or service
This entry is appropriate for promo & activation as it required an immediate action from our consumers to download the Loyalty app in store and start enjoying rewards from Harvey Nichols. Using Harvey Nichols own CCTV footage we constructed a provocative online film designed to get a reaction and encourage click through at the end. The film was backed up with instore POS (swing tags, tent cards, changing room stickers, restaurant bill wallets) and wall and floor projections that used shoplifting announcement type language to capture attention and garner interest in the app.
By downloading the app in store, consumers could immediately redeem points and start enjoying their rewards.