Harvey Nichols has used real CCTV footage from its stores of shoplifters getting caught in the act to promote its new loyalty app which rewards customers with freebies – legally.
The online film, created by Adam&EveDDB and produced by the Layzell Brothers at Blink, sees the faces of shoplifters disguised with animated characters and shows customers that there’s now a better way to get a freebie from the department store.
“We wanted to create a campaign which plays on the universal truth that everybody loves a freebie,” explained Shadi Halliwell, group creative and marketing director, Harvey Nichols.
“By downloading ‘Rewards by Harvey Nichols’, our customers are sure to be spoilt, the legal way, with fabulously stylish treats.”
Ben Tollett, executive creative director at Adam&EveDDB, added: “This campaign is designed to send a clear warning to the nation’s shoplifters. The only free thing they’ll get when they steal from Harvey Nichols is a day trip to the local police station.”
In addition to the online film there is also a print campaign, showing stylish shoppers being caught red-handed, and in-store activity reminding potential shoplifters that there’s now a legal way to get a freebie.
All elements of the campaign carry the line, ‘Love Freebies? Get them legally. The new Rewards App from Harvey Nichols.’