Marks & Spencer is launching a multichannel ad campaign to
promote its new autumn ranges. In a move away from using
celebrities to promote its ranges, M&S has switched to featuring
10 models selected to represent a range of ages and sizes that
mirrors the store’s broad customer base.
The advertisement concept was created by Rainey Kelly Campbell
Rolfe Y&R and features the strapline “For Every Woman You
Are”. Overall there is one TV ad for all the autumn trends,
and a print ad per trend. In total there will be eight executions
of the print ad, five for womenswear and two for lingerie with
one version for menswear. Each of the print executions of the ad
also uses augmented reality via an Aurasma symbol, which links
through to a digital magazine where the models “come to
life” and there will be a digital style guide available
online.
Further, M&S worked with its multichannel video agency, Adjust
Your Set, to create an interactive 360-degree behind-the-scenes
experience. This features how-to content and tips,
behind-the-scenes action from the shoot and guides on the new
products, which complement the outfits from the Autumn 2012 TV
ad.
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