| Advertiser | House of Fraser |
|---|---|
| Sector | Retail & E-commerce |
| Buying route | Adult AGP, Film Packs, Premium Male |
| Audience | Broad, Men, ABC1 Adults |
| Sector | Retail |
| Target Audience | Mass Reach |
| Package | AGP + Film Packs (Star Wars: The Force Awakens & The Hunger Games: Mockingjay) |
| Creative Agency | 18 Feet & Rising |
| Media Agency | Goodstuff Communications |
| Duration | Six weeks |
Background
Numerous department stores have been drawn towards emotional territory in their advertising in recent years and with perception of differentiation between the stores at an all-time low, House of Fraser marked 2015 as the year for change.
2014’s campaign had been a strong success for the business driving sales so the bar had been set high for 2015’s festive activity which needed to drive consideration, differentiation and ultimately sales.
Idea
Christmas is considered to be life’s sixth most stressful event, behind getting married and ahead of being burgled. ‘Your Christmas, Your Rules’ became House of Fraser’s campaign message, encouraging consumers to claim back Christmas and do it on their own terms.
House of Fraser was also keen to differentiate itself from the likely heart-string tugging that other department stores would be doing across the festive period and so its key strategic pillars for the campaign were:
- Miss the early November rush and instead focus on maximising share of voice and aligning with different customers’ shopping habits
- Be bold and turn heads by taking some eye-catching risks
- Upweight channels that provide positive, uplifting environments