November 7, 2012
Debenhams is launching a multi-million pound Christmas campaign – the retailer’s first since 2006.
The TV campaign, which has been created by JWT London, airs for the first time on Wednesday 7th November and shows a woman’s journey home for Christmas. The ad, called ‘Christmas Made Fabulous’, stars Designers at Debenhams newcomer Jenny Packham, alongside favourites Julien Macdonald and Henry Holland.
On Wednesday 7th November the ad will be show at the end of Coronation Street on ITV, Grand Designs on Channel Four and during Dallas on Channel 5.
During the ad the audience shares in a series of Christmas moments such as party-goers celebrating on a balcony, a little girl dancing with her granddad and a man haplessly wrapping his gifts for his girlfriend on the train.
The ad builds on the brand’s successful ‘Life Made Fabulous’ TV campaign with the familiar sight of Designers at Debenhams working in their studios as the ad’s heroine peers through windows or passes by Henry’s, Julien’s and Jenny’s workshops.
Billie Piper of Belle du Jour fame remains the voice of the ad campaign; with the words ‘Wherever you are this Christmas, make it fabulous with Debenhams’ giving a festive twist to the familiar ‘Life Made Fabulous’ strapline.
Richard Cristofoli, Marketing Director at Debenhams, said: “It makes sense to launch a Christmas campaign with a recognisable brand identity established in the consumer mind-set. And that’s what we’ve done.
“The British public love a good Christmas ad, which is why we have been building up to this moment from the start of our ‘Life Made Fabulous’ brand campaign in 2011.
‘It’s about showing customers the quality items we have on offer and communicating our unique Designers at Debenhams concept while creating that all important festive feeling.”
The Debenhams’ Christmas TV campaign will be supported by strong print advertising, with the launch ads being Aurasma enabled. This allows readers to see the TV ad on their smartphone by scanning the print version in front of them.
As well online activity on Debenhams.com and Debenhams TV, the store has also created an online hub to encourage customers to share photos of their Christmas moments, whether it be finding the perfect present for a family member, drinking champagne at the Christmas party or a new recipe for the festive season. Each week the best submission will win a prize at www.christmasmadefabulous.com.
A strong social media campaign will also see Debenhams encouraging customers to share their favourite #christmasmoments on Twitter and Facebook.
Cristofoli added: “This is not just about putting an ad on TV – we want our customers and staff to share in the experience of getting excited about one of the best times of year.”