Shop Direct invests £12m in Christmas marketing campaign

Littlewoods, Very and Isme will have benefit from the investment which will be the group’s most diverse multimedia campaign ever.

The ads run across TV, print, online, social media and mobile.

Isme’s campaign launched first on October 3 and is scheduled to run until December 12. The 30 second TV advert features face of the brand Lynda Bellingham as a fairy godmother and highlights the hassles of shopping on a crowded high street.

The Littlewoods campaign debuted mid-October across print, digital, radio, video on demand and social media channels. TV and cinema adverts began showing on November 1.

The 40 second advert celebrates the role of mums at Christmas and is a fun take on the family getting together over the festive period.

Very’s campaign also began on November 1 and features brand ambassadors Holly Willoughby and Fearne Cotton.The TV advert depicts a light-hearted head-to-head - each trying to out-do the other in delivering the perfect Christmas.

Mobile, which already represent 5% of total group sales, will also be exploited. Very’s print adverts will feature QR codes that once scanned with a smartphone app will take customers through to the relevant pages on its mobile site.

Shop Direct retail director Gareth Jones said: “These campaigns underline the confidence we have, both in our brands and our fantastic product offering this Christmas.”

“Each brand’s campaign takes a different approach to get cut through to the consumer at a time when the advertising market is incredibly crowded. We have also ensured we injected a humourous and tongue in cheek element into the campaigns to help try and lift some of the doom and gloom which many consumers are clearly feeling at the moment.”