Harvey Nichols has launched a print and outdoor campaign to promote its ‘Rewards by Harvey Nichols’ loyalty app. Created by adam&eveDDB, the campaign launches today and plays around the concept that, until now, there has only been one way for customers to get something for free at Harvey Nichols: shoplifting. The problem being that it will always end badly for shoplifters. Instead there is now a better way for customers to get their hands on fabulous freebies; by downloading the app.
Shot in Harvey Nichols’Knightsbridge store, the campaign features glamorous shoplifters getting caught in the act, with the tag line “Love Freebies? Get them legally.” An accompanying 90-second viral video features real CCTV footage of shoplifters caught in the act, attempting to steal from the Knightsbridge store and being caught by security staff. Both the ad and the viral video will feature on the Harvey Nichols site, where they will be shareable through social media.
“We wanted to create a campaign which plays on the universal truth that everybody loves a freebie,” said Shadi Halliwell, Harvey Nichols’ group creative and marketing director. “By downloading ‘Rewards by Harvey Nichols’, our customers are sure to be spoilt, the legal way, with fabulously stylish treats.”