10% Weekend

A closed roll-fold DM showing all sorts of black and white products on matching feathers.

10% Weekend CRM campaign AW/15

Campaign photography by Omer Knaz, emails by Kat Balcomb.

10% Weekends are marketing campaigns run by Harrods’ CRM team that target members of Harrods Rewards loyalty scheme. It allows a rewards scheme member to get an exclusive 10% off most items in-store over a weekend. They are run several times per year.

The campaign is supported with emails, printed invitations and press advertising. During the weekend itself, a store-wide suite of signage and plasma screens are used to draw attention to the event and acquire new members. Harrods’ website features the campaign identity as do social media assets.

This 10% weekend used feathers from a bird sanctuary with black and white products from around the store and was shot by Omer Knaz.

An open womenswear DM showing more of the feathery creative and personalised with product picks tailored to the female customer receiving it. An open menswear DM showing more of the feathery creative and personalised with product picks tailored to the male customer receiving it. A postcard version of the DM. The same feathers and products creative is used. The hero image on an email sent out to invite customers to the event. The lower potion of the same email showing personalised womenswear picks. One of several press adverts that were ran in the South of England to promote the event. An A5 table top sign showing the feather motif from the creative concept. The creative used on plasma screens on the exterior of Harrods building. Stickers applied to all doors to let customers know the 10% weekend is on.