In a move to boost its ecommerce presence, Freemans has launched an early Christmas campaign featuring Sophie Ellis-Bextor.
- The campaign is headlined by a 30-second TV spot, marking a shift from traditional catalog to online pureplay.
- Sophie Ellis-Bextor appears in the campaign delivering gifts on ‘Sleigh Street’, embodying the festive spirit.
- With a strategy developed by Mullen Lowe and media managed by the7stars, Freemans aims to inspire early festive shopping.
- Research indicates a trend of consumers starting Christmas shopping earlier, prompting the campaign’s early release.
Freemans, the Bradford-based digital department store, has strategically positioned itself within the ecommerce landscape by launching an early Christmas campaign. This initiative is highlighted by a 30-second television advertisement featuring Sophie Ellis-Bextor, emphasizing a shift from traditional catalog shopping to a modern online pureplay approach.
The campaign, one of the first festive ads of the season, showcases Sophie Ellis-Bextor on a snow-dusted ‘Sleigh Street’, accompanied by a Style Squad adorned in the latest seasonal fashion. This creative endeavor is a continuation of Freemans’ autumn-winter initiative, expanding its reach through content creators, influencers, and stylists.
Richard Cristofoli, the Chief Customer Officer at Freemans, acknowledges the burgeoning trend of consumers initiating their Christmas shopping early, often to distribute costs. The campaign is strategically planned to capitalize on this behavior, launching ahead of the festive season with digital and social media platforms taking the lead, followed by television slots starting October 26.
Music plays a pivotal role in creating a festive atmosphere within the advertisement. Utilizing Sophie Ellis-Bextor’s track, ‘Freedom of the Night,’ adds a familiar and celebratory tone, intended to encapsulate the joy and generosity associated with the season. Ellis-Bextor expressed her enthusiasm, stating, “Christmas really is the most wonderful time of the year, and I hope we’ve packed that special feeling into these 30 seconds.”
The campaign’s inception was a collaborative effort between Mullen Lowe for creative execution and the7stars for media strategy. Loren Cook, Creative Director at MullenLowe, reinforced the campaign’s intent to position Freemans as a go-to source for thoughtfully curated holiday gifts. “Our aim was to deliver a campaign that showcases Freemans as the destination for stylish, curated, and thoughtful gifts this festive season,” Cook articulated, underscoring the campaign’s focus on style and selection.
Freemans’ innovative campaign with Sophie Ellis-Bextor signifies a bold step in strengthening its ecommerce presence ahead of the Christmas season.
