Notonthehighstreet.com is choosing a Christmas less ordinary with its festive activity backed by a multi-million pound marketing spend.
Created by WCRS, the campaign debuted this weekend (Saturday 1 November) during The X Factor on ITV and featured a Twitter competition offering viewers the chance to win a £5,000 shopping spree on the site.
Running throughout November and December the TV advert is supported by cross-media activity planned by notonthehighstreet.com’s strategic media agency M2M spanning radio, out-of-home and print. Bus T-sides will feature in Central and Greater London with London Underground and National 6 sheets appearing from 1 December.
Ben Carter, notonthehighstreet,com marketing director, called Christmas an “incredibly important time for the business” and that it was “hugely excited to be launching our biggest ever Christmas campaign that’s intended to broaden the reach and awareness of our brand.”
Carter added: “We know that Christmas can become a routine for most and so with this campaign, we want to establish notonthehighstreet.com as the destination for a less ordinary Christmas, whether you’re looking for styling, gifts or even food and drink.”
The campaign follows the online retailer’s ‘Father’s Day’ and ‘Choose’ executions from earlier in the year which were also created by WCRS.
Emma Marsland, WCRS managing partner, commented: “We're enjoying this relentless pursuit of the less ordinary. Ensuring that no occasion, or even life, will ever be the same again.”
‘Choose a Christmas less ordinary’ includes a significant digital element with rich media and performance display activity planned by Arena.
Notonthehighstreet.com gift guides and how-to videos will also be seeded online, capitalising on the growing importance of YouTube as a search engine.