The “Shoplifters” TV ad, created by Adam+Eve DDB, uses CCTV footage of shoplifters caught in the act, disguising their faces with animated characters. It will be supported by a print campaign showing stylish shoplifters getting caught red-handed as well as in-store activity reminding potential shoplifters that they can now a get a freebie legally.
Shadi Halliwell, group creative marketing director of Harvey Nichols, says:
“We wanted to create a campaign which plays on the universal truth that everybody loves a freebie. By downloading ‘Rewards by Harvey Nichols’, our customers are sure to be spoilt, the legal way, with fabulously stylish treats.”
Harvey Nichols launched its app last month. It is a digital-only rewards programme that offers customers exclusive perks and complimentary services for every pound spent in store.
Speaking at the time, Harvey Nichols’ head of digital marketing Kerem Atasoy told Marketing Week the decision to go digital only was made to ensure the programme is “lean, agile, targeted and personalised”.
Marketing around the scheme would be done in a “typical Harvey Nichols tongue in cheek way”, he added.
“The great thing for us is we don’t take ourselves too seriously. We are coming at loyalty from a very different angle and a big focus for that is the amazing experiences. Look at what Liberty does, Harrods – those are pennies for points schemes. Our big USP is making sure people feel better when they leave our stores,” he added.
Previous Harvey Nichols’ campaigns included its campaign from Christmas 2013 when its encouraged shoppers to spend money on themselves rather than friends and family with the “Sorry I spent it on myself” strapline.
Last year’s festive push, “Could I be any clearer”, suggested customers send cards to their loved ones describing exactly what they wanted for Christmas to ensure they didn’t end up with unwanted gifts.