Debenhams has unveiled a new multi-million pound marketing campaign for Autumn/Winter 2011.
Starring designers Julien Macdonald, Ben de Lisi, John Rocha and for the first time, Henry Holland, the autumn campaign follows the successful spring launch of Debenhams’ first brand campaign for four years.
Richard Cristofoli, Marketing Director at Debenhams said: “The spring campaign was successful – dresses featured in the advert saw sales double and our Reger by Janet Reger lingerie sales increased by 300%.
“Furthermore, the spring campaign was vital in reminding customers about the unique relationship Debenhams has with some of the biggest names in fashion. We’ve learnt from the spring ad and autumn represents the first significant evolution for the campaign.”
Now under the banner ‘Life Made Fabulous’, Debenhams has developed the concept further and is confident of a positive response to match if not exceed, the previous season.
Each advert opens with a designer in their studio, adding the finishing touches to a garment. The transition moment is a close up of the product before the scene shifts to the same item being worn and enjoyed in real life situations.
All adverts feature the campaign strap line ‘Life Made Fabulous with Designers at Debenhams’, with the voice of the campaign coming from Billie Piper of ‘Belle du Jour’ fame.
Richard continued: “Featuring big name designers that have been working with us for over ten years as well as some of the new additions like Henry Holland, this campaign tells the story of a Designer at Debenhams garment in an upbeat and beautifully shot series of adverts.
“We have secured some fantastic prime-time slots to launch the campaign, including Emmerdale and the X Factor and are excited to see the reaction from our customers.”
The new backing track for the campaign is ‘This is the Life’ by Northern Irish indie rock band Two Door Cinema Club. The band’s name came about after member Sam Halliday mispronounced the name of the local cinema, Tudor Cinema, and it stuck.
The ads will launch during Emmerdale and will feature Julien Macdonald, Ben de Lisi, John Rocha and, for the first time, Henry Holland.
In addition, Debenhams’ biggest selling exclusive non-designer range Red Herring will also be featured in an advert showcasing some of the brand’s most popular young fashion.
The full 40 second adverts will also run during the coveted X Factor showing following the launch.
Also supported digitally through Debenhams.com and Debenhams TV, the campaign is enhanced with exclusive interactive material such as interviews with each designer, top picks and social media activity, taking a look at how the designers work to create their collections in store each season.