CASE STUDY: Debenhams outsmart their competitors at Christmas
Provided by Time Inc. UK
Debenhams ditch TV for magazine advertising to out manoeuvre big spending competitor.
What was the Challenge / Background of the Campaign?
With Christmas being the most competitive but most important time for retailers and M&S producing celebrity laden TV commercials, Debenhams decided to invest wholly in print. To reach their target audience of women between 25-54 they injected much of their budget into magazines. Carat elected for display advertising in weekly and monthly glossy and celebrity magazines and supplements. Independent research noted 57% unbranded recognition of the campaign, beating both Next and John Lewis who were additionally on TV and increasing store footfall.
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What was the Campaign Objective?
Debenhams needed to drive cut-through in a busy, competitive marketplace and outdo its major competitor, M&S.