Ok, we know it’s nearly February and nearly Superbowl season (aka. ‘Big Ad’ time); but here’s a campaign we really enjoyed over Christmas from Harvey Nichols called ‘Could I be any clearer?’. In essence, you can generate a card to send to a loved one with what you really want for Christmas on it (from the store) – simple idea, wrapped in Harvey Nics dry sense of humour.
Here’s our card:
and the link through to buy what we’re ‘being clear’ about:
The great thing about this campaign is that it was totally integrated through their website ( an option next to ‘buy’ was ‘create a card’):
The idea is an evolution of their campaign last year called ‘I spent it on myself’. Where customers could buy small items like gravel or elastics to give to their loved ones (and spend the $$ on themselves).
Here’s the ad:
Here’s the ‘spent it on myself’ product:
This is some clever marketing. A move from talking at the customer (with product and price – thinking that is motivating) to having a bit of fun with the customer (and getting them to buy in the process). This campaign talks to a notion we’re increasingly seeing called the ‘Retailers Paradox’, summarised by Deloitte as the idea that ‘the less you try to sell, the more a customer will buy’ (we’ll cover this off in an upcoming post).