Debenhams promotes its gift offering with 'Found It' Christmas 2014 campaign

Debenhams is looking to hero its gifting offer this Christmas with the launch of the multi-million pound ‘Found It’ multi-channel campaign.

Running across all touch points that consumers engage with this year’s festive push for the department is much heavier than in previous years and sees three million gift guides, featuring over 750 products, and 1.4 million toy brochures, beauty and lingerie brochures distributed as well as an online gift guide solution.

“Our campaign is all about demonstrating the breadth of our offer and how Debenhams is the perfect place to find your gifts this Christmas, with ‘Found It’ successfully building on one of our growth pillars of delivering a compelling customer proposition,” said Richard Cristofoli, Debenhams marketing director.

“As a multi-channel retailer our campaign seeks to engage with consumers with a multi-channel approach. It is a broad campaign which can play out across all media - paid and owned.”

In store ‘Found It’ creative executions will appear in windows and throughout ‘hot spots’ with gift cards and swing tags delivering over 120 gift messages. Print, outdoor, digital and TV advertising will also carry the ‘Found It’ messaging with five second teaser executions trailing the TV ad launch on Saturday 8 November during ITV’s X Factor.

Created by JWT London the TV advert is filmed for a child’s perspective and shows children staying overnight in a Debenhams store searching each department for the perfect gift. The spot culminates with Meadow, a six-year-old girl finding her present, a cuddly reindeer toy. Filming was split across the Clapham Junction and Sutton stores with Paul McCartney’s 1984 hit ‘We All Stand Together’ providing the sound track.

Social media activity encourages consumers to share their #foundit moment via a bespoke microsite to be in with the chance of winning £1,000 worth of shopping over the four weeks leading up to Christmas as well as appearing on Debenhams cover wrap of the Metro.

In addition to JWT London developing the campaign, David Edwards served as director with advertising secured by Carat and digital activation from Steel.

Gillian West

Gillian West manages the Creative Works section of The Drum covering weekly round-ups, Ad of the Day, Creative Work of the Week and Creative Work of the Month.

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