Littlewoods Ireland has launched its new Autumn/Winter campaign and this time around it marks the TV advertising debut of renowned Irish photographer Barry McCall who directed the ad.
The TV ad aired for the first time last night (Thursday Sept 3rd) on UTV during Emmerdale. The ad concept, which features the everyday lives of three women transformed into a vibrant fashion shoot, will highlight the digital accessibility of the online department store while focusing on key fashion trends for AW15. The fully integrated campaign, which includes social and digital elements as well as key blogger activity represents an investment of €2m.
Littlewoods Ireland is also working with mobile agency Somo to deploy ad-sync technology which synchronises online advertising with TV advert air times in order to maximise impact and capitalise on people using second screen devices while watching TV. This is the first time that this technology will be deployed in Ireland.
Littlewoods is also using Shazam to allow viewers to access the soundtrack and be taken directly to the ‘Shop The Ad’ landing page on www.littlewoodsireland.ie.
Rossa Butler, eCcommerce and marketing manager for Littlewoods Ireland said “An integrated marketing approach, where we marry our above the line marketing activities with our innovative digital media strategy is something that works very well for us as a brand and resonates strongly with our customers.”
This fully integrated campaign will run for a total of 8 weeks across a wide range of platforms incorporating a series of 40, 30 and 10 second promotional ads, press, radio, blogs, digital advertising, video on demand and social media channels. The creative agency involved in the campaign was DDFH&B with the above the line campaign planned and booked by Carat. The digital campaign was planned and executed by Wolfgang Digital while the TV ad was produced by Pull the Trigger and directed by Barry McCall.