While a lot of attention in the advertising world today was focused on the annual John Lewis Christmas ad in the UK, the online retailer Littlewoods Ireland has unveiled its annual Christmas offering and this time around it has used the well-known photographer Barry McCall to direct the TV ad which was created by DDFH&B.
The ad was filmed on location in Dun Laoghaire and the campaign will represent a €1.2m investment by Littlewoods across print, TV, digital and radio.
The campaign seeks to build on the success of its Autumn campaign by “bringing the essence of family and Christmas to life by showing how Littlewoods Ireland enhances the customer’s life,” a similar theme to the Autumn campaign which delivered strongly for the brand with sales for the season increasing by 18% and an incremental uplift of 27% on mobile traffic.
This campaign will see a series of Christmas TV adverts including a 40, 30, 10 second ads and a new tactical 20 second Christmas focused ad. While the video on demand campaign will remain the same, Littlewoods Ireland has also introduced a 20 second radio ad and series of printed brand press ads. The company has further developed its integrated campaign working with renowned Irish bloggers and celebrities Suzanne Jackson, Louise O’Reilly and Lucy Kennedy. Keen shoppers will also be able to use Shazam to be taken directly to the ‘Shop the Ad’ landing page on www.littlewoodsireland.ie.
Rossa Butler, Ecommerce and Marketing Manager for Littlewoods Ireland said: “Following on from the success of Autumn Winter for Littlewoods Ireland, we have created a tailored campaign for Christmas 2015. Having a director like Barry on board who is expert at capturing unique special moments allowed us to bring the essence of Christmas to life and demonstrate how Littlewoods Ireland enhances that experience for the family. By combining our above-the-line marketing activities and our innovative digital media strategy, we are seeking to capitalize on an already positive year particularly during this key season.”
Speaking about the advert, Barry McCall Director commented: “Having directed the Autumn Winter commercial, I was delighted to also have the opportunity to work on the Christmas commercial. This allowed us to capture the excitement of the festive build-up, with the main focus being on emotions and beautiful lighting; all shot on sets filled to the brim with Littlewoods Ireland goodies. I really enjoyed tackling a great script created by DDFH&B, and bringing my own treatment to their storyboard.”
The campaign will run for seven weeks. Apart from DDFH&B, which created all the above-the-line, media is being planned and booked by Carat while the digital element is being managed by Wolfgang Digital. The TV ad was also produced by Pull the Trigger while McCall was the director.