Fashion Sale Preview
Fashion Sale Preview – SS/16 CRM Marketing Campaign
Campaign photography by Ted Humble-Smith, photographic art direction by Barney Pickard, emails design by Robert Caterall and plasma screen animation by Burim Metolli.
Fashion Sale Preview is a marketing campaign run by Harrods’ CRM team and targets members of the Harrods Rewards loyalty scheme. It allows them exclusive, early access to a summer or winter sale.
For a good number of years, this campaign has used fashion illustration as it’s main graphical device. I wanted to do a photographic campaign to bring it more in line with the main Harrods sales. We did a fantastic shoot which used smoke bombs, custom mannequins and some very big wind machines. The smoke was also filmed with a high frame-rate Red camera, for use as an animated asset.
The roll-fold invitation was digitally printed and tailored to the customers gender and rewards scheme tier. We also produced a less elaborate postcard mailer.
In addition to the printed invitations we emailed an invite, reminder and final reminder to each customer. Each of these were personalised in the same manner as the printed piece. The smoky, orange device was used across harrods.com too as a digital signpost.
Harrods is a large department store so signage is very important. The orange smoke motif was a clear link to the invitations customers had received. It effectively signposted sale items. We produced thousands or signs, stickers and tags along with beautifully animated smoky digital displays for the stores’ plasma screen network. Outside the store, door signs and more plasma screens were utilized.