Freemans launches into Christmas activity today, 27 October 2023, over a week sooner than last year and earlier than any full festive campaign in its 118 year history.
The Christmas campaign builds on the announcement that it was now fully digital and was ceasing to produce paper catalogues, while at the same time adopting a new look and feel represented by the ‘Made You Look’ concept.
The latest TV advertising iteration of Made You Look – designed specifically for Christmas – sees 10 and 20 second ads premiering a day on 28 October and running until 15 December 2023.
The ads will appear on some of the biggest shows across ITV, Channel 4 and Channel 5 including Coronation Street, Emmerdale, Yorkshire Vet, Home & Away and Julia Bradbury’s Irish Journey.
For the first time ‘out of home’ activity will be trialled regionally, as well as extensive digital campaign amplification through all owned channels and significant investment in paid channels including YouTube, Pinterest, Instagram and Facebook.
The objective is to grow and retain the existing customer base and attract new shoppers, breaking the link with the catalogue and increase market share.
Commenting, Richard Cristofoli, chief customer officer, Freemans said: “Customers are telling us they are actively looking for Christmas home, party and gift ideas earlier than ever as cost-of-living pressures mean spreading the cost is more important than ever. As such we made the decision to go earlier than ever before with Christmas at Freemans.
“It allows us to showcase the breadth of the offer, in a fun and standout way and keeps the momentum going at pace, from our already well received Made You Look, AW23 campaign which has seen visits increase and driven new customers to shop with us,” added Richard.
Traditionally most Christmas campaigns launch the first or second week in November. The move by the retailer is designed specifically to ensure share of voice, from the get-go, while simultaneously allowing customers to help spread the cost of Christmas through its flexible ways to pay, backed by its powerful free delivery and returns on everything promise.
Freeman’s marketing and creative teams worked with agency MullenLowe on the Made You Look concept and execution. All content was shot in London.
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